DESPICABLE ME 4

Supporting Gru as our mighty leader, we as his Grapevine Minions have worked on the iconic franchise for many years, and with the release of ‘Despicable Me 4’ in 2024, it was only natural for us to be called in to Gru’s Lab to work on the Mega social campaign. Our social plan dominated UK channels with social-first copy styling and trends to ensure audiences didn’t miss any of the creative assets that delivered some of the highest performing results in Universal Pictures social channel’s history! The film was a summer blockbuster hit for families and young adults who have grown up with Gru since the original 2010 film. We engaged with fans across Gen-Alpha to Gen X, driving cinema attendance like never before, with standout assets centred around Glastonbury Festival, Southbank, Wimbledon and multi-media screenings across the UK. It was certainly a Mega-minion campaign… next, we will steal the moon!