Papaya Solitaire: Airport

Papaya Solitaire is bringing satisfying order to the everyday hustle in a major new out-of-home campaign by independent creative agency You’re the Goods. The campaign breaks today and sees Papaya Solitaire – a modern, skill-based social tournament version of the ancient card game – taking over major OOH sites, including London St Pancras and Manchester Piccadilly. You’re the Goods was inspired to come up with the creative proposition, “Turn chaos into order”, by the object of Solitaire, which is to arrange seven columns of dealt cards into four neat piles, organised by suit and rank. The campaign broadens this idea out in a number of executions, which 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. In one, called “Dog Park”, we see a dog trainer restoring calm when canine chaos threatens to overtake a park. Another, titled “Airport”, shows a baggage handler skillfully turning a mountain of mismatched luggage into an orderly display. The campaign runs in the UK until 21 March.