Iceland: Looks like you need to let it out

Business Iceland, a brand established to lead the promotion and marketing of Iceland in foreign markets, promoted Iceland as a destination despite worldwide lockdowns by launching live camera feeds in Icelandic scenery and encouraging people to scream out their frustrations.

Campaign details

Brand: Business IcelandAgency: SS+KCountry: United States

Why is this work relevant for Creative Strategy?

As the world went into collective pandemic lockdown, the last thing people stuck inside with pent-up frustrations needed was a tourism campaign from somewhere they couldn't go. But with Iceland's tourism industry, and much of their economy, on the line, we couldn't afford to let that stop us.

So we sought a powerful, human truth to position Iceland as the answer for people's emotional needs in a world where travel wasn't an option. It would take an unusually powerful...

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