Minions: The Rise of Gru
Making Hiring Less...Despicable
Brands don't win by being louder. They win by showing up culturally.
As Minions 2: The Rise of Gru took over the internet through the Gentleminions movement, we tapped into the cultural moment to grow awareness and consideration with younger job seekers.
We helped Gru find his next opportunity and used the humor of the franchise to make job searching feel more fun and a lot less intimidating.
The Execution
We brought ZipRecruiter into the Minions' world and created a co-branded :30 that blended film footage with in-house animation.
We launched digital and social content featuring Minions in playful job scenarios.
The Impact
We boosted awareness and consideration and proved ZipRecruiter could show up in culture, not just hiring ads. Social took it from there.
