Rubik’s: Adventure Every Turn
The iconic Rubik's Cube needed a new creative platform to gain relevance with a Gen-Z audience and a rebrand capable of making a nostalgic classic feel essential again.
Our idea, Adventure Every Turn, positioned the product as a tool for an audience who already understood they needed to become the problem solvers of the future. The central creative insight was that the cube's iconography could be heightened by reducing it to its bare visual elements — the six colours, the curved corners, the specific geometry of the grid — rather than elaborating on them. A deliberately minimalist approach to the product's visual properties informed a brand book, influencer toolkit, social content assets and POS materials.
The influencer toolkit was a particular focus: Cubers - the large, creative community of Rubik's fans and speedcubers across social media - were given graphics, static and motion, to elevate their own content. The community embraced Adventure Every Turn with some force.
Results reflected that:
- 70% increase in new followers
- 9.5M views driven by #AdventureEveryTurn
- 4.2M impressions and 2.2M reach through Solve Stories
- 9.5k clicks to Rubik's Solve Guides
- and a 289% increase in traffic to rubiks.com during the campaign period.
Shortly after the campaign concluded, the Rubik's brand was acquired by Spin Master, the Canadian toy manufacturing giant - a licence acquisition that, it transpired, had been the underlying objective of the rebrand all along. Mission accomplished.