Got a thing for order? Papaya Solitaire’s campaign by London indie, You’re The Goods, has you in its grasp. The mobile sorting game, a modern version of the ancient card game, is making itself known with an eye-catching OOH campaign taking over major OOH sites in the UK, including London St Pancras and Manchester Piccadilly. Even if order isn’t your thing, the campaign will grab your attention.

The visually striking billboards are built on the idea, Turn chaos into order, that underlines the aim of the game – to arrange seven columns of dealt cards into four neat piles, organised by suit and rank. The campaign broadens out this idea in a number of executions, that capture the satisfying feeling of putting things in their right places in very different ways – from herding cats to people swimming in a hotel pool.

Uri Pearl, VP of Marketing at Papaya, commented, “Great design is an impactful ingredient on an even greater experience. Solitaire became an evergreen game because it taps into something fundamental—the human need to bring order to chaos. In this campaign we aim to capture exactly that, in a way that’s playful, fresh, and visually stunning.”

“Putting chaos into order is strangely satisfying,” added Dom Goldman, founder and CCO of You’re the Goods. “This campaign offers a fresh perspective on a timeless game. My favourite? Cat Lady, obviously.”

Credits
Client: Papaya
Agency: You’re the Goods
Production Company: Curious
Media Agency: Dentsu X