OVERVIEW
Adventure Every Turn made the impossible feel possible for Gen Z – by showing them how to solve Rubik's Cube.
SERVICES
Ideation + Creative Strategy + Art Direction + Copywriting
PROJECT RECAP
In 2020, Rubik's needed help. The iconic Rubik's Cube had lost relevancy to Gen Z and the brand needed a way back.
The goal was acquisition: recruit a new generation by giving the Cube a meaningful role in their lives. So we re-positioned the Cube as a tool to empower Gen Z – a way for them to 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. A creative platform designed to inspire Gen Z, encouraging them to develop new skills by showing them that anyone can solve the Rubik's Cube.
MY ROLE
Our goal was to craft an aesthetic Gen Z could connect with. That meant a new look & feel inspired by the iconic design cues of the Cube itself, paired with a more culturally relevant tone of voice.
Working with our talented team to shape our vision and strategy, I penned the campaign expression myself – helping bring to life a stream of content tailored for the platforms Gen Z loves most.
From punchy social posts to reels that broke the solve down step-by-step, using mnemonics to help memorise each sequence, every piece of content was designed to make the Cube feel more accessible – and possible to solve.
To bring the campaign to life across the globe, we created an updated brand playbook – with summaries, design rationales and tone of voice all spelt out in detail.
