This marketing campaign was shortlisted as a finalist entry in the Big Bang Internship Awards 2015
The Rubik’s cube experienced the pinnacle of its popularity in the 1980s. Although a toy, the cube is far from being exclusively for children. The Rubik’s cube instigates a number of emotions, a few being nostalgia, joy, intrigue and of course, frustration.
The world’s most famous puzzle, simultaneously beloved and despised for its beautiful simple complexity, the Rubik’s Cube has been frustrating gamers since Erno Rubik invented it back in 1974. Some resorted to removing and replacing the multi-colored facelets of the cube in a dastardly attempt to cheat the seemingly infallible logic of the magic cube, while others simply tossed it to the side and dubbed it impossible.
The image of the Rubik’s cube, for many, is associated with nostalgia. Nearly everyone who lived during the 80s and 90s have either fiddled with the cube or wished they could. The target audience for this campaign was identified as the mid 20’s to late 40’s age group.
Changing lifestyles have considerably increased stress and anxiety levels among the target age group. Sometimes, the smallest of problems are blown out of proportion resulting in unnecessary frustration. The ‘First World Problems’ meme, is a delightfully humorous expression of this situation.
“Don’t solve the problem too literally, allow yourself space for free-form association in order to come up with something less obvious.” – Anton & Irene
The idea behind the campaign is to provide the target audience a frustrating first world problem that they can relate to (one with delightful end results) and tie the emotion to the feeling of playing and solving a Rubik’s cube.
In spite of all the frustration that this cube puts its players through, it is an unarguable truth that the sense of achievement from successfully solving a Rubik’s cube is ultimate.
Examples of first world problem concepts included in the campaign were the frustration of romance (for the unromantic), or the frustration of sitting through long flights to reach a vacation destination. The founding idea is that end results in all the previously mentioned situations are worth the trouble. The aim is to create a feeling of nostalgia, and serve as a nudge to replay the Rubik’s cube.
Concept: Finding love is hard. Trying to hold on to love is harder. This poster makes use of the idea that romance is truly frustrating, but in the end it is all worth it once you find love.
Concept: Weight loss is one of the biggest frustrations known to mankind. But the ‘feel good’ factor at the end of it all is worth it all.
Concept: High heels are painfully frustrating. Yet, standing tall in heels gives a sense of power which makes all the pain and discomfort worth it.
Concept: Air travel is frustrating. Long flights. Delays. Lost baggage. But, the final destination is always something that most people look forward to.
The graphics created touched upon a variety of problems that may frustrate members of the identified target audience. The campaign has been designed for integration into multiple platforms: magazines, calendars bus stops, TV adverts and social media to highlight a few.