Rubik’s,
‘Adventure Every Turn’
The iconic toy design classic Rubik’s needed a rebrand and a new creative platform to gain relevance with a new generation and an older, Gen-Z audience.
Our idea, ‘Adventure Every Turn’, was to position the product as an essential tool to empower an audience who know they need to become the problem solvers of the future.
A key creative insight came when we recognized that you could reduce the product to its bare elements - the 6 colours, the curved corners, the blackness, the specific amount of padding between squares - to heighten its iconography.
So we took a minimalist approach to visual properties of the cube to create a brand book, an influencer toolkit, social content assets (organic and paid) and POS to refresh the Rubik’s story and inject new life into a nostalgic classic.
Social assets (paid social)
Social assets (paid social) (L to R: Hero product range, ‘Quintillion’, Rubik’s Cage product)
In-store POS
The influencer toolkit was a key part of the activity. Cubers (Rubik’s Cube fans and speedcubers) are a large creative community across social media so we provided them with graphics (static and motion) to elevate their content. The community really embraced Adventure Every Turn.
Results were strong:
- 70% increase in new followers
- The hashtag #AdventureEveryTurn drove 9.5M views across social media
- Solve Stories drove over 4.2M impressions, 2.2M reach
- Generated 9.5k clicks to Rubik’s Solve Guides
- Increased traffic to rubiks.com +289% during campaign period
What’s more, the Rubik’s brand went on immediately after the campaign end to be acquired by Spin Master, the Canadian toy manufacturing giant. It transpired that the objective of the brand refresh was to drive a license acquisition, so it seems our mission was accomplished.
Spin Master then moved back to targetting a younger audience, and continued running the ‘Adventure Every Turn’ line in their subsequent TVCs.
Credits
Agency: Movement
Creative Direction & Strategy: Mark Freeman
Design Director: Tim Ash
Lead Design & Motion: Lewis Peat
Lead Creatives: Mike Stone, Tom Shelton
Illustration (Solve Stories): Renaud Lavency
Animation: Nicolas Grandry