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Friends Swing Over New York in Papaya's Power of Play Spot

09/12/2024
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You鈥檙e The Goods re-created the visceral feeling of swinging in film from MJZ director Nicolai Fuglsig

You鈥檙e the Goods and Papaya have released a euphoric campaign to launch 鈥楶lay On鈥, the mobile gaming company's new brand platform, across the UK and later in the US and beyond. 

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. 

鈥楽wing鈥, the first work from the recently launched agency, was directed by Nicolai Fuglsig, and brings to life Papaya鈥檚 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鈥檚 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 鈥楧une鈥, 鈥楳ission Impossible鈥 and the James Bond series, to enable its actors to swing from a 165-foot-high crane. 

Uri Pearl, Papaya鈥檚 head of marketing, said, 鈥淧apaya are champions of the Power of Play. We make gaming fun and sociable, and like our games, 鈥楽wing鈥 is about adults playfully challenging each other.鈥 

Dom Goldman, founder and CCO of You鈥檙e the Goods, said, 鈥淥ur founding client, Papaya has been an incredible collaborator with shared ambitions. The 鈥楶lay On鈥 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.鈥 

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 鈥楽wing鈥 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.鈥 

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. 

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