With Dragon Ball theme parks, cyberpunk gaming districts, and the world’s first Formula 1 track carved into the scorching Saudi desert, Qiddiya promised an astonishing new way of life. The wild part was that none of it existed yet.  So crafting a campaign grounded in strategy, data, and heaps of imagination was essential.  

 

Our goal was to turn Qiddiya from an ambitious blueprint into a living, breathing destination—something investors could believe in and tourists couldn’t wait to explore.

We teamed up with playmakers and industry experts to cultivate lovability and credibility across every market. Then we unleashed Qiddiya onto the world with 3D billboards, drone shows, and festival takeovers, creating the bold, unifying narrative Play Life that turned passive spectators into active participants in Qiddiya's journey.  

 

The campaign launched across 14 cities, racking up over 55 million views online and fueling a whopping 345% surge in mentions. Since then, the city has grown from strength to strength, with flagship attractions like Six Flags Qiddiya and Aquarabia slated for grand openings next year.