Agency: Droga 5 London & Accenture Song Middle East
Client: Qiddiya
Qiddiya is a brand with unparalleled ambition: launching a new city dedicated fully to play, the size of Boston, literally from the ground up. Our launch campaign was its reintroduction to the world, aimed at creating awareness among both global travelers and anticipation amongst a local audience. To do so we surfaced a global tension: that play, while key for learning, creativity, and overall well being, is too often denigrated, ignored and maligned to the fringes. The creative unlock was to show how the magnetic force of Qiddiya reinvigorates tired and forgotten elements of play, showing that there is a new home that fully values its worth. The film opens with tired objects of play stuck in humdrum routine that are suddenly energised and set free, congregating en masse on the cliff tops of Qiddiya. A V.O. reveals the raison d'etre: ‘Don’t Just Live Life, Play Life’.
