TWIST. TURN. LEARN.
PROJECT RECAP
In 2022, Rubik's entrusted us to create their next campaign toolkit. They had a half-baked strategy, but needed help getting the vision over the line.
We had a big task ahead of us – finish the strategy, create a suite of assets, and write a toolkit that unpacked the campaign. Our starting point was the campaign tagline – TWIST. TURN. LEARN. – and everything flowed out from there.
INSIGHT TO IDEA
Fun fact: 85% of people give up trying to solve the Cube after a few minutes of trying.
For kids, solving the Cube simply felt too hard unless you have extraordinary skill. The purpose of this campaign was to quash that notion and inspire youngsters – empowering them to find "their extraordinary" by repetition. Twist, turn, learn, repeat.
A NEW AESTHETIC
Simplicity was at the heart of 'TWIST. TURN. LEARN.' – replacing complexity with clean, minimal panels that celebrate the iconic brand colours, house the product and typography. As Creative Lead, I established the key visual myself – flexing my own design skills.
ALL THE TOUCH POINTS
Since this was an integrated campaign, we had to roll out the creative across a bunch of touch points – including billboards, 6 sheets, and banners for social and shopper. All assets were available to download from the toolkit we created.
TOOLKIT STORYTELLING
After defining our look & feel, I flexed my storytelling chops on our toolkit – providing shape and structure while breaking down our strategy and creative rationale into an easy-to-follow format.
INFLUENCER-LED IDEAS
Alongside creative rationale, a key part of our toolkit was a suite of ideas for influencers – laying the groundwork for markets to create assets with local content creators.
CREDIT WHERE IT'S DUE
Agency – Movement Digital
Creative Directors – Mark Freeman & Tim Ash
Design – Tom Shelton
Motion Graphics – Lewis Peat