ADVENTURE EVERY TURN
PROJECT RECAP
In 2020, Rubik's needed help. The iconic Rubik's Cube had lost relevancy to Gen Z and they needed a solution.
Acquisition was the aim – recruit a new generation by giving the Cube a meaningful role in their lives. So we positioned the Cube as a tool to empower Gen Z.
By solving the Cube, young people could become better problem-solvers. We made finding that solution fun and engaging – an adventure full of twists and turns.
And so 'Adventure Every Turn' was born.
THE BIG IDEA
'Adventure Every Turn' showed young people that Rubik's Cube is possible to solve. A creative platform that sets out to inspire Gen Z – inviting them to develop new skills as they master the solve. I helped shape the vision and strategy, penning the campaign expression myself.
THE NEW LOOK
Using the instantly recognisable design cues from the Cube itself, we crafted a thumb-stopping look & feel that would better appeal to the tastes of Gen Z – and paired it up with a refreshed, more culturally-relevant tone of voice.
SOLVE STORIES
To make solving the Cube feel possible, we created a memory exercise to help Gen Z learn the steps. 'Solve Stories' are Instagram Stories that break the solve down into sequences – using mnemonics to help you memorise them. Alongside penning the copy, I also recruited and art directed our illustrator duo responsible for the animations.
PLAYBOOK PLAYTIME
To bring the campaign to life across the globe, we created an updated brand playbook – including chapters dedicated to guiding the brand's network of influencers. I provided shape and structure to the toolkit – penning the summary, design rationales and our tone of voice treatment.
OTHER TOUCH POINTS
As the campaign played out across Rubik's social channels, we were delighted to see it spread to other touch points – with our creative and tagline being used for the next wave of content produced internally by the brand.
CREDIT WHERE IT'S DUE
Agency – Movement Digital
Creative Directors – Mark Freeman & Tim Ash
Design & Motion Graphics – Lewis Peat
Illustration – Renaud Lavency
Animation – Nicolas Grandry