THE CHANGE THEY
NEEDED TO MAKE

To continue to raise awareness and establish Iceland as a first option and desirable destination for first travellers we sought to tap into a key cultural moment to showcase Iceland as the most beautiful destination to experience.

THE conversation we created

Hot on the heels of Mark Zuckerberg’s “Metaverse” announcement, we created a parody film introducing the “Icelandverse” – an entirely immersive, open-world experience that is actually based in reality, in Iceland.

Our version starred Chief Visionary Officer Zack Mossbergsson, who described Iceland’s unique features that make it a wonder to behold and the perfect place to connect with other people (with the added benefits of hyper-realistic touch, smell, walks and water that is… wet).

Not Virtual Reality, not Augmented Reality—it’s enhanced, Actual Reality.  The next evolution of social connection, millions of years in the making and more incredible than any open-world platform.

M&C Saatchi TALK developed a global media launch strategy to tell the story of Icelandverse. This entailed a unique press release utilising the humour behind the campaign, complete with toolkit and assets from production, to ensure a media-worthy story that would capture attention and could be shared with global media, especially in key markets France, and Germany (UK and US were also key).

Launching the story when we did further helped to ensure it gained media attention from across the globe as it hooked into the recent news around the Metaverse.