Papaya Solitaire Takes over Major OOH Sites for Playfully Chaotic Campaign by You’re the Goods

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.

Uri Pearl, VP of marketing at Papaya, said, "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,” said 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.”