Play Keeps Us Alive.
Qiddiya's Founding Day 2024 film traced how play has shaped Saudi society, travelling back through the decades to 1727 to find the childhood games that set each character on their path.
- Brand
- Qiddiya
- Agency
- HRMNY
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
As the 'city of play', Qiddiya wanted to show on Founding Day that play has always been part of Saudi life and to connect that history with the city it is building.
The idea
The film moves backwards from 2024 through the 1990s, 1970s and 1940s to the founding in 1727. In each era a character returns to the games they played as a child that led to what they did as adults. It closes the circle by suggesting a child playing in the 1700s may have imagined a city like Qiddiya, under the line 'From Founding Day, play keeps us alive'.
Case study source: Ads of the World Source ↗
