Play Life.
Qiddiya City's global launch in December 2023: a film in which play objects break free and pull people towards "the world's first city built for play", backed by 3D billboards from Riyadh to London, New York and Shanghai.
- Brand
- Qiddiya
- Agency
- Droga5 London / Accenture Song
- Market
- Saudi Arabia
- Region
- Global
- Year
- 2023
The challenge
Qiddiya City, a giga-project for entertainment, sport and culture outside Riyadh, had to be launched to the world while it was still under construction. The award entries put the problem plainly: how to get the world excited about a city that wasn't built yet.
The idea
The launch followed Crown Prince Mohammed bin Salman's unveiling of Qiddiya City's urban plan and brand on 7 December 2023. Under the platform "Play Life", Droga5 London and Accenture Song made a 90-second film in which play objects break free and drag people towards "the world's first city built for play". It ran on TV, in cinemas, outdoors, online and on social in Saudi Arabia and abroad, with 3D billboards in Riyadh, at London's Piccadilly Circus, in New York's Times Square and in Shanghai.
Results
- 1.5 billion views of the launch campaign, according to EssenceMediacom's MMA Smarties case film
- The number one trending topic on social media in Saudi Arabia, according to the same case film
Case study source: Campaign Middle East Source ↗
Awards
- Athar Festival Awards 2024Best National Development CampaignWinner
- MMA Smarties KSA 2023KSA – Data Insights / Contextual MarketingSilver
- MMA Smarties KSA 2023KSA – Digital Out-of-Home (DOOH)Gold
- MMA Smarties KSA 2023KSA Best in ShowBest in Show
- MMA Smarties KSA 2023KSA – Omnichannel MarketingGold
- MMA Smarties KSA 2023KSA – Cross Digital Media MarketingGold
- MMA Smarties KSA 2023KSA – Brand ExperienceSilver
- Dubai Lynx 2024 Silver, Film Craft: Production, entered by Accenture Song as Qiddiya – Brand Relaunch Campaign
- MMA Smarties MENA 2023, two Bronzes: Brand Experience and Digital Out-of-Home
- MMA Smarties MEA 2024, two Silvers: Cross Digital Media Marketing and Data Insights / Contextual Marketing
Credits
- Media agency
- EssenceMediacom
- Production company
- ProdCo
- Directors
- Ian Pons Jewell and Nick Roney
- Director of photography
- Erik Messerschmidt
- VFX (3D billboards)
- Electric Theatre Collective
