Ariyadiyah / Saudi Arabia / 2023OOH · PR Stunts
Newspaper Courts.
On World Health Day, Saudi sports daily Ariyadiyah took its paper off the racks and laid giant editions on the street as courts people could actually play on.
- Brand
- Ariyadiyah
- Agency
- SRMG Labs
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2023
The challenge
Saudi Arabia has one of the world's highest obesity rates, and the paper saw that far more people read about sport than play it.
The idea
Instead of printing the news, Ariyadiyah turned its pages into oversized playing surfaces placed in public spaces, inviting readers to put the paper down and get moving. SRMG Labs created it, with Reinis Spaille directing the film.
Case study source: AdForum Source ↗
Awards
- Athar Festival Awards 2024Best Campaign for The Future of Saudi ArabiaHighly Commended
Credits
- Creative agency
- SRMG Labs
- Production
- Vip Films
- Post-production
- Heyzel Studios
- Chief Creative Officer, SRMG Labs
- Fadi Mroue
- Joint Creative Director, SRMG Labs
- Glauber Dorotheu
- Senior Creative, Copywriter, SRMG Labs
- Nicolas Martinez
- Chief Marketing Officer
- Katie Golding
- Head of Marketing
- Ahmed Maklad
- Director
- Reinis Spaille
- Executive Producer, Vip Films
- Martha Nassar
- Producer, Vip Films
- Luciana Boulos
- Production Manager, Vip Films
- Carl Acharian
- Executive Producer, Heyzel Studios
- Mohamed Senjab
- Motion Graphics Designer, Heyzel Studios
- Jefferson Barros Menezes
- Motion Designer, Heyzel Studios
- Lucas Fuse
