Inspired By Iceland | Let It Out
Turning screams of lockdown
frustration into dreams of
travelling to Iceland.
When the world went into pandemic lockdown and could not travel, the last thing anyone needed was another tourism campaign. So Iceland gave would-be travelers something they did need–a gorgeous place to let out their pent-up frustrations as cathartic primal screams. The campaign generated 2.5 billion impressions in just two weeks and made Iceland the #1 preferred travel destination among the target. Despite being outspent by other destinations 8 to 1.
Case study video
The launch film tapped into the universal
irritations of lockdown life.
The film, shot entirely on location in Iceland, directed viewers to lookslikeyouneediceland.com to let out their screams in epic landscapes. It hit a nerve and was picked up by media outlets globally.
:60 spot
- 800+ global media outlets
- 2.6b impressions
- Up to 48.5% increase in booking
searches - Up to 5.7x increase in booking
intent
We set up seven speakers, with seven live
feeds to capture thousands of screams on
one immersive website.
We built and set up seven yellow speakers in picturesque Icelandic locations and connected them via live camera to lookslikeyouneediceland.com. There, users from around the world were invited to record their screams and watch them be released among waterfalls, glaciers, cliffs, beaches and a lighthouse in real time. They were sent videos of their screams immediately after they were played to share far and wide.
- 2020’s ultimate
tourism campaign. Adweek - Iceland always seem to give
us what we need. Condé Nast Traveler - Sometimes you just
need to let it out. Good Morning
America - Sick of quarantine?
Now you can scream into the
mountains of Iceland from
your home. Fast Company
