Promote Iceland Invites The World To ‘LET IT OUT’ And Scream Frustrations Into Its Landscape

Promote Iceland has today unveiled a major new multimarket campaign, which invites the world to let out their frustrations into its vast and beautiful landscapes to relieve tensions and feel renewed.

‘Looks like you need to let it out’, which aims to position Iceland as a desirable destination and make it top-of-mind as people start to book holidays again, was developed in partnership with creative agency M&C Saatchi Group. It is the first work to launch since Promote Iceland appointed them earlier this year and will run across the US, UK, Germany, Canada and Denmark.

For the next two weeks, people worldwide can visit to let it out and, with Iceland’s uniquely spacious surroundings and seemingly endless landscapes, the only noises the world will have to compete with are a nearby waterfall and the crashing waves of the ocean.

Inspired by the practice of ‘scream therapy’, ‘Looks like you need to let it out’ will capture screams, yells and shouts from anyone, anywhere in the world and release them through speakers located in seven stunning and remote locations across the island. 

From the peak of Festarfjall in Reykjanes Peninsula, the tranquil shores of Djúpivogur in East Iceland to the roaring Skógarfoss waterfall in the south, participants can choose from seven locations in Iceland where their scream is released before seeing and hearing it in real time via a live stream of screams.  

As part of the campaign, Promote Iceland and M&C Saatchi Group have developed a quirky 60-second film, directed by award-winning Icelandic directing duo Samuel and Gunnar through Skot Productions, which depicts people stuck at home in now-familiar lockdown scenarios: bombarded by bad news, cutting their own hair, doing jigsaws and forced to celebrate their birthdays alone. One by one, they take the opportunity to scream out their pent-up frustrations, seeing their screams released into Iceland’s beautiful landscapes. This is supported by a bespoke website that invites everyone to partake responsibly. 

M&C Saatchi Group has also worked with Promote Iceland to develop, coordinate and manage the PR and influencer campaign to support the launch and sustain period across all key global markets, featuring influencers who have been affected by lockdown frustration, and global research that looks into how lockdown has impacted our lives. 

Iceland began welcoming visitors back to the country from June 15th, from all EU and Schengen countries and the UK, with the option of paying ISK 9,000/£50 GBP/ 60 Euros to get tested for coronavirus upon arrival instead of a mandatory 14-day quarantine. Tourists from these countries can fly or ferry to the island and enjoy a stunning and safe time in Iceland by adhering to some restrictions, including no gatherings larger than 500 people. Prior restrictions on max capacity at public pools and gyms have been lifted and all businesses, entertainment, restaurants and bars have been open only with restricted operating hours, meaning you can live the full Icelandic experience. 

Sigríður Dögg Guðmundsdóttir, Head of Visit Iceland, said: “Across the world, people have been through a lot in the last few months. We empathise and want to do what we can to help people relieve their frustrations. In Iceland, we are lucky enough to have vast open spaces and beautiful nature that is the perfect place to let out frustrations. We feel this is just what the world needs. And when people are ready to resume traveling, they can come and experience it for themselves”

Ieva Paulina, Senior Art Director, M&C Saatchi, added: “Most of us are getting a bit stir crazy at this point, and wishing we could travel to the places we love. We can all relate to that feeling of release when you’ve been able to let out your frustrations and get something off your chest. And what better place to do that than Iceland? It’s a really magical, healing place – we wanted to bring that to life for everyone stuck at home.”

The integrated team delivering the work involves M&C Saatchi teams around the world including SS&K and M&C Saatchi Sport & Entertainment NY in the US, plus M&C Saatchi London, PR agency M&C Saatchi Talk and M&C Saatchi Intelligence in the UK along with network agencies in the key markets. The partnership with Peel completes the global team.

Source: M&C Saatchi

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