In an industry where attention is fleeting and trends shift overnight, timeless ideas still rise to the top. At PAPAYA (formerly known as Papaya Gaming), we’ve always believed that the simplest joys can be the most powerful. That’s why our very first brand campaign, PAPAYA’s Swing, started as a bold idea: a giant swing in the heart of New York City, inviting adults to rediscover the joy of play. What began as a daring creative experiment has now soared to the global stage - earning a spot on the 2025 Cannes Lions Shortlist in three highly competitive production and craft categories.

The Cannes Lions International Festival of Creativity - often called “the Oscars of the ad world” - showcases the most inventive and well-executed work in global marketing and advertising. Each year, thousands of campaigns compete across categories spanning film, digital, craft, experiential, and more. Only a small fraction make the shortlist, and even fewer go on to win. For us, being named among the very best creative ideas in the world is both an honor and a milestone.

What helped PAPAYA’s Swing resonate with juries and audiences alike? We believe it comes down to the strength of its core idea, and the unique blend of creative thinking and technical ingenuity developed and brought to life together with our visionary partners at You’re The Goods, who led both the creative concept and the production:

• A custom-built 165-foot swing rig, engineered for both safety and dramatic visual impact - an architectural feat in its own right
  
  
• A visually simple yet emotionally powerful concept: adults soaring high above the New York City skyline - no digital effects, no green screens
  
  
• Emotions captured on film: joy, exhilaration, fear, laughter - brought to life through compelling  storytelling
  
  
• An authentic expression of our brand - our belief  is that play can brighten everyday life, transformed into a living, unforgettable experience.

As featured in LBBOnline, Ad Age, and Ads of the World, PAPAYA’s Swing became more than just a spectacle - it turned into a crafted piece of emotional storytelling, reminding us that play doesn’t stop when we grow up, and that joy, wonder, and freedom are always within reach.

Since launching our brand activity in the UK, the number of adults who associate PAPAYA with gaming, entertainment, and play has almost tripled - a clear sign of how creative work can shape perceptions and influence culture.

Beyond building awareness, PAPAYA’s Swing helped deepen the brand’s emotional resonance, with nearly 1 of 3 UK adults now connecting PAPAYA with fun, moments of escape, and playful connection - the very spirit at the heart of the campaign’s creative idea.

This fusion of idea, craft, and heart helped PAPAYA Swing connect across three highly competitive Cannes categories:

• Direction celebrates the creative vision and storytelling that transformed PAPAYA Swing from a simple stunt into an emotionally resonant piece of film.
  
  
• Cinematography honors the breathtaking visual artistry, with real, in-camera imagery of adults soaring 165 feet above New York’s skyline, captured with striking simplicity and impact.
  
  
• Achievement in Production recognizes the extraordinary execution behind the film, from engineering the bespoke swing rig to orchestrating a complex shoot in the heart of the city, all while delivering world-class creative quality.
  
  

"It’s incredibly rewarding to see this idea resonate not only with players but also with the creative community at Cannes,” said Uri Pearl, PAPAYA’s VP Marketing. “We believe in the power of play to connect people, and PAPAYA Swing is a beautiful example of what happens when you bring that belief to life."

For us at PAPAYA, Swing is more than a campaign — it’s a statement of intent.

"We believe play isn’t just for kids, and that the simplest joys can often be the most powerful. In a crowded, fast-moving world of mobile gaming and entertainment, this project was our way of celebrating that belief on a global stage,” said Liran Kaplan, PAPAYA’s brand & strategy lead.

Another heartfelt thank you to our amazing partners at YTG for dreaming big and making this vision real.

‍