Red Bull Global

Red Bull's Rubik's Cube World Cup sees the world's fasted Speedcubers go head to head

The brief

Generate global awareness of Red Bull's unique Rubik's Cube World Cup in mainstream media with an international influence.

The approach

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.

To celebrate the launch of the global competition, we worked with a Rubik's Cube artist to create the world's largest mosaic from 600 Rubik's Cubes. The accompany video went viral and was shared across social media.

The results


Pieces of coverage across broadcast, print and online


Total earned social media reach


Coverage secured in 34 countries


Second most viewed BBC video of the day at launch