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 Iceland Agency: SS+K Country: 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 li