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Supercharging the next 15 years of Minecraft
challenge
Minecraft is a grand and inspiring place, with every individual’s journey a unique one. As a franchise, it’s often touted as a tool to educate, inform and inspire. But what about as a creative tool?
We were tasked with bringing in the next generation of Minecraft fans whilst exciting current ones with a truly global campaign, capturing their imaginations with those iconic blocks.
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To push the creative potential of those iconic blocks and reach new audiences worldwide for the franchise, we partnered with 10 artists spanning a range of different creative mediums across 7 countries. In doing so, we built out two different threads of content to achieve two key outcomes.
Reaching & Engaging new audiences
Our first goal was around meeting new audiences where they are, in a means most engaging to them. This meant partnering with all 10 artists across the world to support them in first creating their own unique pieces inspired by the world of Minecraft and then partnering with them to create dedicated social content in their typical style for their channels.
Re-engaging lapsed playersTo then connect the artists’ content through to the existing Minecraft audience, and to land the intent to shed a new creative light on Minecraft with lapsed players, we created a longer form piece where we brought 5 of our global artists to one central location to speak to the different ways that injecting Minecraft into their creative processes has inspired their final pieces..
71.7 Million Total campaign video views
Artist’s Content On Their Channels
The artists’ content was a chance to celebrate the variety of both creative mediums and the personalities involved in this campaign. From a 74 year old watercolor painter, through to a Gen Z customisation queen, Shape Your World was truly brought to life across the globe. Each artist was briefed to inject Minecraft into their creative processes, with no right or wrong way to respond. This approach was set up to allow each artist to most authentically create for their audiences.
9.7 millionViews across all channels
Minecraft meets Art - Minecraft Youtube
Minecraft meets Art was the chance for fans to go deeper into the processes behind 5 of our artist’s amazing creations. The content was focussed on showcasing the creative process these artists went on, and how Minecraft enabled them to shape their worlds in unexpected ways. As the time with the artists passed, we found a real variety of existing relationships with the Minecraft world, showing that whether you’re a new or seasoned member of the Minecraft community, there are an array of ways to engage with the Minecraft world.
On the 8th of May, somewhere in London hidden amongst the busy streets of Shoreditch, we brought 5 of our incredible artists together to meet for the first time. All starting with the same basic brief, to inject Minecraft into their creative processes and bring us along the journey to see what came out the other end.
We followed each artist through their ‘Explore’, ‘Plan’ and ‘Create’ stages as they enthusiastically compared the different ways in which the world of Minecraft inspired them to create their pieces. This was a true celebration of Minecraft meets Art, reflecting back on their different journeys and how the iconic blocky world, inspired them to shape their own.
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"Boo Agency quickly established themselves as a trusted partner to the Minecraft brand. They are creative problem-solvers, integration experts, and collaborative counterparts dedicated to elevating creative work and delivering best-in-class executions. Boo Agency are both detail-oriented and see the big picture at the same time. We look forward to working again with the team."
Sam Brody | Global Integrated Marketing, Minecraft
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