The World’s Largest Rubik’s Cube

Dubai Knowledge Park with TECOM Group and Burson

Dubai Knowledge Park (DKP), a member of TECOM Group and the home of life-long learning in Dubai, was set to celebrate its 20th anniversary. Burson was challenged to reposition the brand and communicate this milestone moment. We built a new visual identity on the foundation of a Rubik Cube, which can be solved in just 20 moves as well as teaches strategy and the benefit of continuously challenging yourself. <br /><br />The World’s Largest Rubik’s Cube was unveiled at DKP on 13 December 2023 securing a Guinness World Record™. A 54% spike in Google searches for ‘Universities in Dubai’ was achieved the week the campaign launched. In the six months that followed, four new institutions signed campus deals, and two current institutions committed to expansion plans, showing the direct impact to Dubai’s knowledge economy and DKP’s legacy as facilitating life-long learning for the next 20 years