Qiddiya – Play Life

The world is suffering from a lack of play. That's not just frivolous, aimless fun but the energy, optimism and fulfilment that play gives when infused through all facets of life. Qiddiya represents a truly inspiring ambition: Saudi Arabia will have the world's first city dedicated to allowing you to not only play, but Play Life. However, this city of entertainment, sport and culture is currently under construction. The creative unlock: use the whole campaign as a celebration of play that builds the city in peoples’ minds, showing the escape of playful objects from the humdrum to a new home.