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Sweatpant Boots
Agency SS+K / New York + M&C Saatchi Group UK / London + Peel Iceland / Reykjavík + M&C Saatchi Talk / London
Category
Events & Experiential
Annual ID
OS22_PR040M
About the Work
During the summer of 2021, after a year of lockdown, leisure travel finally started to become possible again. Visit Iceland knew that first trip out into the world would be a huge step for people to take, both literally and emotionally. People had been shut inside for months, doing nothing and wearing nothing but the same old, sad sweatpants.
So to help travelers get up off the couch and onto Icelandic trails and city streets, we created Sweatpant Boots – the world’s first hiking boots made from pandemic sweatpants. These limited-edition, handmade, sweatpant boots were available only to those adventurous enough to come to Iceland (sweatpants in hand) to collect them.
We invited the world to trade in their sweatpants for boots with a music video featuring Icelandic artist Cell7. The video drove to sweatpantboots.com, where travelers could reserve a pair of their very own sweatpant boots with a virtual fitting. We enlisted global influencers to film unboxing videos, and we built and staffed a pop-up shop in Reykjavik. Open for one month only, travelers with a reservation could trade in their pants and get their custom boots created by an Icelandic designer. Within 24 hours of launch, every single pair had been claimed.
The 360-degree campaign shattered our earned media goals, with over 1.1 billion impressions, $4.4 million of earned media coverage, and 110 global articles by the end of the summer.
2022 Awards
Total Points: 3
Merit
Credits
Agency
SS+K / New York
M&C Saatchi Group UK / London
Peel Iceland / Reykjavík
Essencius A/S / Copenhagen
Headspace PR / Frankfurt
M&C Saatchi Sport & Entertainment North America / New York
PR / Marketing Agency
M&C Saatchi Talk / London
Production Company
Skot Productions / Reykjavík
Snark / Reykjavík
Media Agency
Havas Media Germany / Frankfurt
Animator
Steinthor Jenni Sigurdsson
Creative Director
Daniel Bremmer
Designer
Einar Gudmundsson
Director
Gudny Ros Thorhallsdottir
Director of Photography
Gunnar Audunn Johannsson
Editor
Gudni Halldorsson
Executive Creative Director
Stevie Archer
Producer
Arnthrudur Dogg Sigurdardottir
Asgeir Orri Asgeirsson
Eidur Birgisson
Halley Hopkins
Thorunn Gudlaugsdottir
Account Director
Luisa Alvarez
José Salgado
Rachel Arnold
Account Executive
Erica Moore
Hillary Asher
Artist
Ragna "Cell7" Kjartansdottir
Associate Creative Director
Monica Apodaca
Chief Executive Officer
Jane Boardman
Steph Lund
Colorist
Gisli Thor Brynjolfsson
Costume Designer
Sylvia Dogg Halldorsdottir
Executive Vice President
Aarti Parekh
Managing Director
Egill Thordarson
Magnus Magnusson
Project Manager
Stefania Erla Oskarsdottir
Account Manager
Maia Quinn
Assistant Account Executive
Asli Aybar
Assistant Director
Siggi Kjartan
Assistant Shoe Designer
Saga Sif Gisladottir
Backup Vocals
Dilja Petursdottir
Cinematography
Arni Filipusson
Co-founder & Partner, Co-Chairman M&C Saatchi US
Lenny Stern
Communications Consultant
Olof Ehrs
Sofie Lockhart
Director, Havas International
Christina Kallmeyer
Film Colorist
Bjarki Gudjonsson
Film Sound Design
Nick Cathcart-Jones
Germany Communications Director
Alexander Bohlinger
Global Communications Director
Sophie Hayes
Hair & Makeup
Gudbjorg Huldis Kristinsdottir
International Consultant
Natalia Kotova
International Consulting Director
Henrik Lund
Managing Director, Head of Client Services
Amy Frisch
Managing Director, Production + Operations
John Swartz
Managing Director, Strategy
Kevin Skobac
Managing Partner
Camila Juricic
Managing Partner, Project Management
Maria Gamarra
Managing Partner, Strategy & Issues
Christina Schärfe Lambach
Media Supervisor
Monica Ruiz
President
Andrea Nirsimloo
Production Assistant & Casting
Thelma Torfadottir
Production Design & Locations
Sveinn Vidar Hjartarsson
Senior Account Executive
Frankie Petts
Senior Account Manager
Christian Hölling
Senior Associate Director
Lauren Hunt-Morgan
Senior Creative
Camila Gurgel
Ieva Paulina
Senior Media Planner
Will Arteaga
Senior Strategist
Elena Claro
Shoe Design Company
Another-Creation / Reykjavík
Shoe Designer
Yr Thrastardottir
Web Developer
David Halldorsson
Thorvaldur Sveinsson
Website Development Agency
Avista Digital
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