Minions: The Rise of Gru 

“Let’s Get GRU-vy”  Mobile Marketing Campaign

Feeding into the frenzy for all things related to the Minions, we created “Let’s Get GRU-vy” – a fun and engaging mobile marketing campaign for fans to engage with their beloved characters and express their creativity.


The Rise of Gru takes place in the 1970s; We invite users to go back in time and customise a minion with different retro hairstyles and looks. When users are satisfied with their masterpiece, it can be shared on social media or saved as a wallpaper for their phones.

Market: Singapore

Client: United International Pictures

Art Director: Anna Ow

Create your own “Gru-vy” mobile wallpapers