We turned people’s COVID sweatpants into adventure boots…literally
We announced Iceland’s reopening to global tourism by inviting the world to upcycle their pandemic-era sweatpants into sweatpant boots for their first post-pandemic adventure. In the summer of 2021, we set up a pop-up shop in Reykjavik where Icelandic footwear designer Ýr Þrastardóttir took people’s real pandemic sweatpants and up-cycled them into custom, one-of-a-kind boots. We even used any excess fabric to make matching bags.
Icelandic rapper Cell7 announced the program to the world with a music video that was featured in media and shared by TikTok creators. Psychotherapist and mental health expert Zoë Aston extolled the virtues of letting go of lockdown objects in press coverage while travel and lifestyle influencers got to have their sweatpants up-cycled into boots.
The earned media film was supported by a global paid social media campaign across Instagram, TikTok, Snapchat and Facebook. Short video units focused on individual characters transitions from being stuck at home in their sweatpants to an Icelandic adventure in their sweatpant boots.
In key European markets (aka countries that had their cases under control) we bolstered the campaign with a German TikTok creator challenge and a custom Snapchat lens aimed at Nordic countries.
The shop was located in downtown Reykjavik, immersing both tourists and media in the campaign. A campaign hub within the Iceland tourism website allowed travelers to book an appointment with Icelandic footwear designer Ýr Þrastardóttir to convert their sweatpants into boots and casual visitors to learn about and plan their Icelandic adventure.
To make sure that everyone got to experience the feeling of wearing your sweatpants on your feet, we created virtual first-person try-on tours that let you explore highlights across Iceland’s seven regions.
"Top 10 coolest thing of the week." - GQ
"Embrace adventure beyond the couch.” - Daily Mail
“Goodbye quarantine sweats, hello adventure.” - Travel + Leisure
"Get on the next plane to Reykjavik.” - Forbes
Creative Directors: Daniel Bremmer, Stevie Archer, Egill Þórðarson. Creatives: Camila Gurgel, Ieva Paulina, Monica Apodaca. Designer: Einar Guðmundsson. Music Video Director: Guðný Rós Þórhallsdóttir. Music: Ásgeir Orri Ásgeirsson (composer), Cell7 (performer).