Client: Woolworths
Channels: Film, radio, OOH, social, in-store
Role: Concepting, copywriting, campaign messaging, scriptwriting, production
A new collaboration, a whole lot of fun. To launch Cubeez, a Minecraft-inspired collectible, we brought the creativity of Minecraft into the everyday shop, turning the simple act of popping, folding and crafting into a playful campaign for fans to get hands-on with.
30” TVC/OLV
Social - Bee Cam
Social - Shake Surprise
Social - “Wrist flick”
Social - Tap and Hold
Activation concepts
Larger-than-life Cubeez would land in high-traffic locations, inviting people to step into the world of Minecraft. Equipped with gaming stations, Cubeez-shaped fruit platters and on-the-spot giveaways, plus QR codes linking to the campaign.
Adding a splash of fun and colour to the streets, Cubeez would take over what have been dubbed “ghastly brutalist bollards” in high-traffic locations, transforming everyday street furniture into Minecraft characters.
Taking Cubeez to the streets, a fleet of MILKRUN riders would hit major cities with bespoke delivery bags featuring popular Minecraft characters, turning every delivery into a moving piece of the campaign.
Woolworths delivery trucks would become giant Cubeez, with Steve and Creeper delivering to homes across Australia and turning each order into an unmissable piece of the campaign.