Campaign Live Feature - Papaya Swing - You're the goods

Campaign Live Feature - Papaya Swing

Romila Sanassy , Campaign Live
January 6, 2025

CampaignLive.co.uk highlights a bold marketing campaign by Papaya Films and the creative agency You’re the Good, which features a 165-foot-high swing, set up between two buildings in New York. The stunt symbolizes the power and joy of play, and serves as a metaphor for capturing meaningful attention in a noisy media landscape. The film, directed by Nicolai Fuglsig, captures spontaneous and genuine moments of people engaging with the swing, emphasizing real-life connection and engagement over digital distractions. The campaign has garnered attention for its creative ambition and the risks taken to deliver an impactful message.