We helped people scream out their pandemic frustrations in Iceland
Tourism is Iceland’s top industry, so when the world went into pandemic lockdown and could not travel, it presented an existential threat to the Icelandic economy. It was essential for Iceland to build demand for the eventual re-opening to global tourism, but the last thing the world needed during a difficult and uncertain time was another tourism campaign. So Iceland gave the world something it did need––a chance to take all their pent-up frustrations and trapped feelings and let them out as cathartic primal screams. And what better place to do so than Iceland’s vast natural landscapes?
Looks Like You Need To Let It Out was a livestream internet experience. We set up seven yellow speakers in picturesque Icelandic locations featuring waterfalls, glaciers, cliffs, beaches and a lighthouse. Users from around the world were invited to record their screams at LooksLikeYouNeedIceland.com and watch them be released in real time into those wide-open landscapes. They could then share recordings of their screams across their social media channels, inviting more people to participate.
We launched the experience with a global integrated campaign. A 60-second brand film on YouTube showcased people struggling with common lockdown problems–working from home, self haircut fails, etc. Custom paid social units showcased each character struggling with a lockdown frustration transformed into big yellow speakers for Instagram and Facebook. Influencers filmed themselves using the site and posted stories to their channels, as did Psychologist and mental health expert Zoë Aston. Promote Iceland’s Sigríður Dögg Guðmundsdóttir appeared on global media to explain the campaign.
When we issued a call to the internet to Let It Out, the world yelled back. 725,000 people used the site. Over 800 global media outlets covered the experience, generating 2.67 billion media impressions. Iceland became the #1 preferred post-COVID travel destination among our target group, increasing booking searches up to 48.5% and a 5.7x increase in booking intent.
When the world needed a release, Looks Like You Need To Let it Out gave it to them. And it was a politics nerd thrill to see Meet The Press’ Chuck Todd broadcast and praise my campaign.
“Iceland always seems to give us what we need” - Conde Nast Traveler
“Promote Iceland invites visitors to let off lockdown steam with screams” - Campaign UK
“2020’s ultimate tourism campaign” - ADWEEK
Awards: Effies Global Best Of The Best, Effies US (Gold Gold Gold Finalist Finalist) Digiday Best Creative 2020, D&AD Shortlist, Contagious, Webby Awards (shortlist), One Show (shortlist) Web Designer Depot
Press: Conde Nast Traveler, Travel+Leisure, CNN, NPR, The World, CBS, CTV, ADWEEK, Creativity, AdAge, Sky News, The Times UK, The Telegraph, The Independent, Los Angeles Times, Daily Mail, FastCompany, Insider, BoingBoing, Lifehacker, BBC Radio 2 (skip to 1:30), Iceland Review, Huffpost UK, Huffpost India, Campaign UK, Campaign US, Little Black Book, Reykjavik Grapevine, RUV, Times Now India, The Stable Australia, Metro UK, More About Advertising, Belfast Telegraph, Marketing Communication News, NewsChain, Wales Online, Evening Standard, Yahoo News UK, Yahoo Sports Canada, Express & Star, Guardian-Series UK, Largs & Millport, Birmingham Updates, KFDI, KoolFM, ThreeFM, iRadio, Qradio
Creative Directors: Daniel Bremmer, Stevie Archer, Egill Þórðarson. Creatives: Camila Gurgel, Ieva Paulina. Directors: Samuel & Gunnar. Music: Ulfur Eldjarn.