Minecraft Introduces Claims Adjuster Ice Cube in New Campaign Directed by Fatal Farm
Minecraft is a game about creation… and destruction. Millions of players spend hours each day mining, crafting, and collecting, only to sometimes have it all come crashing down. So AKQA and Minecraft partnered with the original cube—Ice Cube—to launch a social-first campaign to help players make the case to get back what they’ve lost.
The campaign, directed by Neighborhood Watch’s Fatal Farm, includes six socially native films featuring Ice Cube—actor, musician, entrepreneur—taking on his most challenging role yet: Minecraft’s first Insurance Claims Adjuster, waiting in his “Ice Cubicle” to respond to claims for cube-related mishaps that have occurred in the game.
Watch "Ice Cube Claims Adjuster- Claim #2847: Fell off a Happy Ghast"
Watch "Ice Cube Claims Adjuster- Claim #5827: Sleeping in the Nether"
Watch "Ice Cube Claims Adjuster- Claim #6452: Dug Straight Down"
Watch "Ice Cube Claims Adjuster- Claim #8372: Creeper Attack"
Watch "Ice Cube Claims Adjuster- Claim #9573: Going AFK"
The first film sets up the campaign and includes a call to action for Minecraft’s community to submit their own Cube Claims. The films that follow are made up of claims from five video game community content creators, as well as live reactions from the Minecraft brand to fan submissions. The claims are all reviewed by Claims Adjuster Ice Cube in absurd and over-the-top ways that hold true to Minecraft’s typical quirky, creative, and often unexpected ethos.
The campaign also stretches into the game with a Minecraft Marketplace Add-On. The Insurance Adjuster Add-On lets Minecraft players safely retrieve their inventory items after death. On respawn, a non-player character (NPC) will spawn on the player’s bed, allowing the player to retrieve their items, receive bonus items, or fight a boss. Through dialogue or combat, the player is rewarded with custom items or trophies.
The brand and Ice Cube both find themselves in a similar and interesting point in time and culture, where both audiences are multi-generational. Minecraft has been around for over 16 years, bringing a nostalgic element for parents who grew up playing, as well as a retro element that their kids enjoy, much like Ice Cube’s fan base.
Credits
Client: Microsoft / Mojang Studios
Director, Social & Influencer: Sean Flanery
Senior Social Lead: Anthony Toczek
Senior Manager, Licensing & Partnerships: Rebecca Miller
Senior Creative Director: John Yamamoto
Producer, Franchise Creative & Design: Ani Grey
Senior Art Lead: Joule Garvin
Agency: AKQA
Group Creative Director: EB Davis
Associate Creative Director: Cam Giblin
Design Lead: Forrest Fain
Copywriter: Ted Masterson
Senior Motion Designer: Allan Langer
Executive Producer: Liz Jones
Executive Producer: Thomas Martin
Executive Business Director: Ed Davis
Program Director: Grant Skalak
Senior Project Manager: Alex Clewell
Group Strategy Director: Adam Zeller
Director: Fatal Farm
MD/EP: Dal Wolf
EP: Traci Carlson, Rich Peete
Producer: Melissa Morgan
DP: Mark Jeevaratnam
Art Direction: Chris Ahsley
Edit/Post-Production: Uncles Unlimited
Editor: Joe Stakun
Editor: Dan Colanduno
Post Producer: Joanie Arbogast
Assistant Editor: Evan Smith
Colorist: Bossi Baker
Music: BUTTER Music and Sound
CCO: Andrew Sherman
EP: Annick Mayer
ECD: Tim Kvasnosky
Sr Producer: Stone Irr
Associate Producer: Kriston Poindexter
Composer: Dan Zank
