Global anxiety had made the idea of travel both thrilling and intimidating. The cultural moment was defined by hesitation — yet the emotional need to escape, recharge, and connect was more relevant than ever. This tension created an opportunity: redefine the Get Away moment not as an avoidance of fear, but as the pursuit of joy. Away partnered with Combo to design a campaign that reframed urgency from panic into excitement.

We were inspired by the frenetic energy of mid 00’s action films. This was the feeling we created with three short stories: A chase scene styled after Run Lola Run. A packing scene styled after Bourne: Identity. An escape scene styled after Tinker, Tailor, Soldier, Spy. Each scene begins with action movie cues, bringing the viewer into the heat of the moment. That energy is paid off with lush vacation scenes. The motivation is revealed: not as fear, but excitement, to go on vacation.

The exit man is another manifestation of the urgency to travel in the current climate. We thought to ourselves… who really needs a vacation? Our design team took inspiration from globally circulated airport signage, creating little escapes for each. These served as little vignettes that were turned into stickers, used for OOH placement and animated for video content.

By uniting high-energy storytelling with empathetic brand actions, Get Away transformed anxiety into urgency, and urgency into bookings. The campaign’s cinematic style broke through the noise, while the visual system and real-world initiatives grounded it in everyday travel realities.