THE CHANGE THEY
NEEDED TO MAKE

After decades of year-over-year growth in the tourism industry, COVID-19 brought travel to a complete stop as the world went into pandemic lockdown.

With tourism being Iceland’s top industry, we needed to work quickly to minimise the expected decline in revenue for 2020 and position Iceland as the top travel destination when global travel began to reopen. However, the last thing the world needed during a difficult and uncertain time was another
tourism campaign.

THE conversation
we created

‘Looks Like You Need To Let It Out’ was a livestream internet experience allowing audiences to release their pent-up frustrations. We set up seven temporary yellow speakers in picturesque Icelandic locations featuring waterfalls, glaciers, cliffs, beaches and a lighthouse. Cooped up people across the globe were invited to record their screams and watch them released in real-time into the wide-open landscapes.

We launched the experience with a global integrated campaign. Influencers demonstrated themselves using the site across their channels, encouraging followers to do the same. Psychologist and mental health expert, Zoë Aston demonstrated how to get therapeutic benefit from using the site and Promote Iceland’s Sigríður Dögg Guðmundsdóttir appeared on global media explaining the campaign.