Meaghan Li
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Rubiks Cube

The brief: 'Create an advertising campaign to relaunch the Rubik’s Cube to today’s market'.

Winner of the Daniel Marks Big Bang Award, which brought me to London to work at M&C Saatchi.

UNSHAKEABLE

UNSHAKEABLE

With claims to more sales than any other toy in the world, the Rubik’s Cube is the incontestable king of a colossal industry. The toy, the brand, and the Rubik’s name are recognised by people all over the world. Its universality transcends language and cultural barriers, truly making it one of the only multinational toys that exist in the market. The cube is a sturdy, high-quality, and carefully-manufactured; it is a product that can be dismantled but cannot be easily broken. 

UNPARALELLED

UNPARALELLED

The invention of the Cube revolutionised the toy industry; its innovative simplicity set an unrivalled precedent. While there are cheap imitations that exist in the market, the smooth experience of playing with an authentic Cube is unique to the Rubik’s brand. The Cube has solidified its reputation as a pop culture icon, with entire subcultures dedicated to pursuits such as speed-cubing. No other toy has been able to inspire such a dedicated and sustained following over the decades. 

UNREPEATABLE

UNREPEATABLE

The cube offers endless possibilities (well, technically its possibilities are limited to just over 43 quintillion). No two games are quite the same. You can use it to challenge yourself and improve your physical/mental agility or compete against a number of friends. If you keep a Cube around the house, it can entertain you for years. On the other hand, it can take you years to become an expert at using the Cube.