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

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.

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