The concept is called: “Tanaffas/?????” or “Breathe” in a literal translation from Arabic but the campaign in English is called “Break Free”. The concept is meant to ask the audience to finally take a breath of fresh air after months of lockdown that was metaphorically (suffocating).

The main visual showed a female taking in the fresh air in one of Saudi's mountain locations, a sight that the market and the public are not use to seeing in outdoor billboards, especially that Saudi Arabia are considered conservative when it comes to public advertising. However, the brand is pioneering change and open-mindedness in line with the new country's vision of relaxing previously strict ideologies. Moreover, the area where the shoot took place (ABHA), locals are considered very conservative, more that the main cities, which was meant to indirectly push the envelop of this new age for Saudi women across the country.

All material will be uploaded in it's English versions as well

Billboards ranged in sizes, however all of them were larger that the mentioned dimensions (1200 x 1800 mm).