Riyadh Season / Saudi Arabia / 2023Film · Social
The Wish.
Riyadh Season pitched its 2023/24 edition to international visitors with a film in which Mike Tyson plays a genie who grants a young man's wish for 'a little more action'.
- Brand
- Riyadh Season
- Agency
- Droga5
- Market
- Saudi Arabia
- Region
- Global
- Year
- 2023
The challenge
Riyadh Season runs for around six months with more than 8,500 events, and it needed to get that scale and variety across to audiences abroad.
The idea
Droga5 wrote the film as an escalating fantasy. Tyson's genie takes the hero through a run of ever wilder scenes, and each one is an exaggerated version of a real attraction at the festival. Ian Pons Jewell directed for ProdCo.
Results
- 132 million organic social views and more than 1.1 million owned engagements, according to the D&AD awards entry
Case study source: D&AD Source ↗
