⁨Break Free: The Staycation That Saved a Nation⁩.

⁨Saudi Arabia opened to tourists with its first tourist visa in September 2019, then the pandemic hit tourism, local businesses and jobs. XELEMENT's award entry set the challenge as creating 'both societal and economic relief' by saving an industry and reviving businesses without compromising safety.⁩

'Break Free' was, in the entry's words, 'an invitation to take a breath of fresh air' and 'a call to explore the beauty of their own country away from the congested cities'. The agency's case boards show Visit Saudi ads for Al Baha, Abha, Yanbu and Tabuk promoting 100 holiday packages on the Visit Saudi app, and street billboards headlined 'تنفس' (breathe), the slogan of the Saudi Summer season that ran from 25 June to 30 September 2020 (Arab News). According to the entry, every piece carried a 'Travel Responsibly' seal approved by the Ministry of Health, and the boards list 29 films, 733 outdoor faces, 17 cities, 108 influencers and 2,900 social posts.