Most people struggle to solve one side of a Rubik’s Cube, let alone complete the iconic puzzle in fewer than four seconds.
So, we focused on the unique human interest stories of professional ‘cubers’ by finding out about their personal lives, motivations and strategies to create a suite of assets for the media.
Working with the Reuters editorial team, we shot exclusive content packages to launch the competition, and followed this with a series of strategically placed interviews in key global outlets.
While the global finals took place digitally, we set up a UK ‘hub’ to offer media the chance to meet cubers face-to-face, watch the athletes compete, capture their own content and enjoy a mini Rubik’s Cube cake.
Head of General Sports & Event Communications, Red Bull
VP Marketing, Karma