Universal Pictures has pushed hard to ensure the success of Despicable Me 4, which landed yesterday in Australian cinemas.

A large-scale campaign created in partnership with media agency EssenceMediacom, and out-of-home partners JCDecaux, QMS and Scentre Group, saw the film's characters take over Australian cities with a range of disruptive OOH formats.

In a post made to LinkedIn, EssenceMediacom said the agency's mission was "to make Despicable Me 4 unmissable with high-impact, scalable, and disruptive formats that spotlight the new mega minions, AVL minions, and the adorable Gru Junior."

The campaign included giant inflatable Minions at Westfield sites around Australia, with 3D sculptures launched in Sydney and Melbourne in partnership with JCDecaux. Meanwhile, McDonald's sites debuted Despicable Me-inspired menu items, packaging and displays, as well as the reimagined "Drive-GRU".