Minecraft is a game of creation. And destruction. So, we partnered with Ice Cube and made him Minecraft’s first insurance agent.
To introduce the campaign, we created a video asking people to submit their Minecraft claims to #CubeClaim.
Case Study
Teaser
Claim Responses
As the player’s claims came in, we created response videos in which Ice Cube reviewed submissions and determined whether he would make things right.
Add-On
We also created a Minecraft add-on in which players, upon dying, got the opportunity to haggle with a stubborn adjustor for their stuff back. Be careful what you say, as the wrong remark initiates a boss fight.
Awards: D&AD Shortlist in Digital Marketing / Use of Talent 2026
Buzz: Kotaku, PC Gamer, Minecraft Wiki, Ads of the World, Ad Age, PR Week, Campaign US, Roastbrief US, Little Black Book
Credits
Agency: AKQA
Director: Fatal Farms
Group Creative Director: EB Davis
Associate Creative Director: Cam Giblin
Design Lead: Forrest Fain
Copywriter: Ted Masterson