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Looks Like You Need To Let It Out
Agency SS+K / New York + Peel Iceland / Reykjavík + M&C Saatchi / London + M&C Saatchi Talk / London
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Category
Stunts & Activations
Annual ID
OS_SM21_089M
About the Work
As the world went into pandemic lockdown, no one needed a tourism campaign. So Iceland gave the internet what it did need––a chance to take all their pent-up frustrations 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 event. We set 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 watched 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 on YouTube with a 60-second brand film that showcased people struggling with common lockdown problems–working from home, self haircut fails, etc. Custom paid units for Instagram and Facebook showcased each character struggling with a lockdown frustration screaming and transforming into big yellow speakers. Influencers on Instagram and Snapchat filmed themselves using the site and posted stories to their channels, as did Psychologist and mental health expert Zoë Aston.
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 US first-movers, creating up to a 48.5% increase in booking searches and up to a 5.7x increase in booking intent.
Looks Like You Need To Let it Out captured a moment where the entire world felt the same thing, and gave them an outlet to feel a little bit better.
Looks Like You Need To Let It Out was a livestream internet event. We set 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 watched 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 on YouTube with a 60-second brand film that showcased people struggling with common lockdown problems–working from home, self haircut fails, etc. Custom paid units for Instagram and Facebook showcased each character struggling with a lockdown frustration screaming and transforming into big yellow speakers. Influencers on Instagram and Snapchat filmed themselves using the site and posted stories to their channels, as did Psychologist and mental health expert Zoë Aston.
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 US first-movers, creating up to a 48.5% increase in booking searches and up to a 5.7x increase in booking intent.
Looks Like You Need To Let it Out captured a moment where the entire world felt the same thing, and gave them an outlet to feel a little bit better.
2021 Awards
Total Points: 3
Merit
Credits
Agency
SS+K / New York
Peel Iceland / Reykjavík
M&C Saatchi / London
Digital Agency
Firefall / New York
PR / Marketing Agency
M&C Saatchi Talk / London
Essencius A/S / Copenhagen
headspace pr / Hamburg
M&C Saatchi Sport & Entertainment / New York
Production Company
Skot Productions / Reykjavík
Post Production Company
Trickshot / Reykjavík
Animator
Arnar Jónsson
Art Director
Aron Bergman
Viktor Pétur
Chief Technology Officer
Scott Park
Composer
Úlfur Eldjárn
Creative Director
Daniel Bremmer
Creative Technologist
Hreinn Beck
Designer
Einar Guðmundsson
Director of Photography
Óttar Guðnason
Editor
Sighvatur Ómar Kristinsson
Executive Creative Director
Stevie Archer
Executive Producer
Hlynur Sigurðsson
Producer
Craig von Wiederhold
Nancy Tran
Sound Designer
Nick Cathcart-Jones
User Experience Designer
Amos Bloomberg
Senior Strategist
Elena Claro
Account Director
José Salgado
Account Manager
Maia Quinn
Assistant Account Executive
Dan Leedy
Hannah Loughlin
Assistant Director
Guðrún “Garún” Daníelsdóttir
Haraldur Ari Karlsson
Casting
Alda B. Guðjónsdóttir
Chief Executive Officer
Steph Lund
Jane Boardman
Pétur Þ. Óskarsson
Co-Founder & Partner
Lenny Stern
Colorist
Bjarki Guðjónsson
Communications Consultant
Stine Kærsgaard Sørensen
Costume Designer
Hulda Halldóra Tryggvadóttir
Director, Marketing Communications
Sveinn Birkir Björnsson
Hair & Makeup
Lilja Dís Smáradóttir
Head of Branding & Strategy, Department of Marketing Communications
Daði Guðjónsson
Head of Operations, Department of Marketing Communications
Daníel Oddsson
Head of PR, Department of Marketing Communications
Kristjana Jónsdóttir
Head of Production / Producer
Birna Paulina Einarsdóttir
Head of Tourism / Visit Iceland, Department of Trade & Export
Sigríður Dögg Guðmundsdóttir
Managing Director & Co-Founder
Egill Thordarson
Magnus Magnusson
Managing Director, Head of Client Services
Amy Frisch
Managing Director, Production + Operations
John Swartz
Managing Director, Strategy
Kevin Skobac
Managing Partner, Project Management
Maria Gamarra
Managing Partner, Strategy & Issues
Christina Schärfe Lambach
President
Andrea Nirsimloo
Senior Account Director
Vicki Scarfone
Senior Account Manager
Christian Hölling
Senior Account Supervisor
Shannon Byrnes
Senior Associate Director
Lauren Hunt-Morgan
Senior Creative
Ieva Paulina
Camila Gurgel
Social Media, Department of Marketing Communications
Ísak Kári Kárason
Vice President
Sammi Liang
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