Papaya is a company with huge ambitions for the future. The brand has given classic games like Solitaire and Bingo an innovative twist with the introduction of competitive tournaments. In the future, Papaya will develop exciting new products and experiences to enable communities of players to benefit from the power of play.
‘Swing,’ the first work from the recently launched agency, was directed by Nicolai Fuglsig, and brings to life Papaya’s call-to-arms for adults to let play back into their lives.
The visually stunning action is set high above the streets of New York, as two young men challenge each other to swing the highest, on the world’s biggest swing.
Rather than being created with CGI or AI, the spectacular stunt was captured in-camera, to help the audience feel the visceral thrill of the action.
The film employed the stunt team from ‘Dune’, ‘Mission Impossible’ and the James Bond series, to enable its actors to swing from a 165-foot-high crane.
Uri Pearl, Papaya’s Head of Marketing, said: “Papaya are champions of the Power of Play. We make gaming fun and sociable, and like our games, ‘Swing’ is about adults playfully challenging each other.”
Dom Goldman, Founder and CCO of You’re the Goods, said: “Our founding client, Papaya, has been an incredible collaborator with shared ambitions. The ‘Play On’ platform embodies a long-term vision that invokes a desire to play, while offering a clear and compelling call to action. This work serves as a statement of intent. We are here to tell stories that endure and to champion the importance of craft.”
Director Nicolai Fugslig said of the campaign: “When I read the script, it was the simple, uncomplicated story that gave it so much power, and its quiet, relatable nostalgia that made it so impactful. And working in-camera on something as visually exciting and unique as ‘Swing’ elevates how we experience the actors’ performances.”
Production company MJZ said: “We knew we were onto something special with a bold new agency, a brave client willing to take risks, and a great relationship with a trusted agency producer.”
The campaign includes films in long and short formats for TV, VOD, YouTube and social media, as well as digital and social ads, and OOH.