Painting the town yellow with Minions
Unless you live in an alternate childhood-free reality, you will have experienced the Minions-mania that seized Sydney when the film touched down in early 2015.
A unique partnership with Sydney Trains was an opportunity to take the Minions outdoor campaign to the next level, literally painting the town yellow with a network-wide immersion on trains, platforms, stations and surrounds.
For the train network, doohfa worked with Universal Pictures from concept to deployment – adapting the global character art into tongue-in-cheek safety messaging for multiple out-of-home media platforms.
A variety of wall, floor and spandral decals, digital billboards, banners, posters and animated content for Xtracks and digital out-of-home completed the takeover.
In the world beyond, minions invaded street furniture and bus sides – a total city takeover!