Looks Like You Need to Let It Out
Award: Shortlist
Shortlist / Experiential / Online Experiences / 2021
Award: Shortlist
Shortlist / Digital / User Participation
As the world went into lockdown, the last thing people needed was a tourism campaign. So Iceland gave them something they did need – a chance to scream out their frustrations into Iceland's vast natural landscapes. Business Iceland set up seven yellow speakers in picturesque livestream locations, and 725k people from around the world recorded their screams and watched them be released into Iceland's wondrous scenery.
What did the judges have to say?
"The Let it Out campaign reflects the times we are living in, or shall I say enduring."
Emmanuel Upputuru, Chief Creative Officer, Cheil India