Pop. Fold. Craft! A new collaboration, a whole lot of fun. To launch Cubeez, a Minecraft-inspired collectible, we created an integrated campaign designed to drive excitement and participation in-store, bringing the brand’s playful world into the everyday shop. The idea tapped into the creativity of Minecraft, encouraging shoppers to collect, build and engage with the promotion through simple, hands-on moments. My role was to help shape messaging that translated the energy of the Minecraft world into clear, accessible copy across multiple touchpoints, ensuring the campaign felt fun, easy to engage with, and relevant to everyday shoppers.
30” TVC/OLV
Social - Bee Cam
Social - Shake Surprise
Social - “Wrist flick”
Social - Tap and Hold
Giant Cubeez in high-traffic areas with QR codes linking to a landing page and an activation team with gaming stations, Cubeez-shaped fruit platters and on-the-spot giveaways. **Concept only
Adding a splash of fun and colour and covering what have been dubbed as “ghastly ‘brutalist’ bollards” in high traffic locations. **Concept only.
Utilising the partnership with MILKRUN, we unleash a fleet of Cubeez delivery riders in major cities. Featuring the most popular Minecraft characters they'll be sure to turn a few heads. **Concept only.
Reskinning Woolworths delivery trucks is a no brainer. A giant Steve or Creeper truck driving down the street will grab attention and put a smile on a lot of faces. **Concept only.