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2022 One Show - Public Relations

Sweatpant Boots

Agency SS+K / New York + M&C Saatchi Group UK / London + Peel Iceland / Reykjavík + M&C Saatchi Talk / London

Client Visit Iceland


Events & Experiential

Annual ID


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, 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




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

Creative Director

Daniel Bremmer

Director of Photography

Gunnar Audunn Johannsson

Executive Creative Director

Stevie Archer

Account Director

Luisa Alvarez
José Salgado
Rachel Arnold

Account Executive

Erica Moore
Hillary Asher

Associate Creative Director

Monica Apodaca

Chief Executive Officer

Jane Boardman
Steph Lund


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


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


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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