BaityBattle.

When the sun sets in Riyadh, it sets in the game.

★ DUBAI LYNX 2024 · SILVER, DESIGN

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Client: stc · Baity Fiber Play
Agency: Wunderman Thompson Dubai + Riyadh
My role: Creative Director
Market: Saudi Arabia
Channels: Fortnite Creative, Twitch, social

00:00 / 00:00

CASE FILM · PLAYS RIGHT HEREPRESS START. THEN BREAK YOUR FAST.

[ THE CASE IN ONE BREATH ]

89% of Saudis call themselves gamers. In Ramadan they play even more, and lose track of time. Families waited at the Iftar table while gamers missed the sunset. So we hacked Fortnite's clock from 30 minutes to 24 hours. Now the game tells you when dinner is ready.

THE PROBLEM

stc was
too good.

Baity Fiber Play is the fastest gaming connection in Saudi. Great for 99% of the year. Then Ramadan hits, and a connection that never drops means gamers never look up.

They missed Suhoor, the last meal before the fast. They missed Iftar, the meal that breaks it. Families waited at the table. Gamers fasted longer than they had to.

THE SPEED THAT CAUSED THE PROBLEM

THE IDEA

Make the sky
the clock.

Gamers won't check their phones mid-battle. But they do look at the horizon. So we used Fortnite's Creative tools to hack the island's day cycle from 30 minutes to 24 hours, synced to real sunrise and sunset in Saudi Arabia.

Sun near the horizon? Iftar's coming.

The Baity Battle island shown in four panels from night to sunset to bright day, with the Baity Battle badge — ONE ISLAND, SYNCED TO A REAL SAUDI DAY

THE ISLAND

Built from
Saudi soil.

Desert dunes, old forts, palm oases. Challenges rooted in local tradition, like falconry and dune bashing. A hidden clock system on the island, plus weekly updates all Ramadan long, from day one to the last day of Eid.

THE HIDDEN CLOCK SYSTEM · SUNSET TO NIGHT

THE LAUNCH

Streamers in.
Moms out.

Saudi Twitch streamers dropped into the island live to prove the sync. Fortnite featured it on the Discovery Screen for the first days of Ramadan. Players did the rest, in the comments.