“The Atticism brought incredible energy and insight to the campaign. They understood how to connect Rubik’s legacy with a new generation, and their approach to media and PR was both strategic and creative. It was a pleasure working with them.”

Kate Thompson – Goliath Group

Client: Crown & Andrews / Goliath Group | Project Date: July 2019 | Focus: Event PR & Consumer Awareness

Crown & Andrews & The Atticism: Bringing the Rubik’s Cube Centre Stage in Australia

In July 2019, The Atticism was engaged by Crown & Andrews, the Australian distributor for Rubik’s Cube under the Goliath Group, to boost consumer awareness around one of the world’s most iconic puzzles. With the World Speedcubing Championship being held in Melbourne that year, the timing offered the perfect platform to reintroduce the Rubik’s Cube to a new generation.

Our Role

Event-Based PR Strategy

We designed and implemented a campaign centred on the World Cube Association’s World Championship event—leveraging its international draw to gain national media attention. Our team worked across media relations, influencer outreach, and storytelling to elevate Rubik’s as more than a toy—positioning it as a global brain game phenomenon.

Media Engagement

Through a blend of broadcast, print, and digital placements, we targeted lifestyle, family, and education media to reignite Australia’s fascination with the cube. From legacy brand nostalgia to competitive gaming, our angles spanned generations and interests.

Cultural Relevance

By aligning Rubik’s Cube with emerging cultural trends—STEM learning, retro gaming, and mind sport—we created a campaign that felt both familiar and fresh.

Outcome

The Atticism helped amplify Rubik’s Cube during a key moment in the brand’s Australian journey, building excitement around the world championships and driving awareness among both nostalgic adults and a new audience of young cubers. It was a fast-paced, fun, and results-driven campaign that reconnected a classic brand with today’s cultural landscape.

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