Challenge
As it approached its 15-year Anniversary, the franchise launched a new brand platform ‘Shape Your World’ – built as a forward looking mantra that embodied both everything that the franchise was to its existing players whilst serving as an exciting invitation to new audiences.

How could they supercharge the next 15 years with a game known already by almost everyone on the planet? How could they build a fresh and enduring relationship amongst a Gen Z audience across global markets?

Solution
With 77% of Gen Z spending their time offline doing things like drawing, creating memes and journalling we knew there was an opportunity to tap into this creative energy, allowing Minecraft to be the spark needed for a generation looking for a chance to engage and express themselves with brands. Enter Creativity Squared - the blocky experiment produced to showcase the creative powers of inspiration found within Minecraft as the O.G Sandbox game. 10 artists, 7 countries, one brief. What resulted, was a truly eclectic gallery of work spanning disciplines from agricultural landscaping to Japanese watercolour, from Mexico to France, from a 19-year old College student to a 74-year old Grandpa.