The One Show
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Category
Social Post / Real-time Response
Annual ID
OS22_SM003G
About the Work
On Oct. 28, 2021, Mark Zuckerberg announced a “revolutionary” new virtual world called The Metaverse. The launch video became an instant meme, as the world debated Mark’s robotic movements, the Metaverse’s questionable graphics, and the broader implications of living in an entirely virtual world.
To seize the conversation around this new virtual world, on Nov. 11, 2021, Inspired by Iceland introduced the “Icelandverse” – a physically immersive, open-world experience that’s literally just the country of Iceland. Produced within 12 days, the parody video featured Chief Visionary Officer Zack Mossbergsson reminding travelers that Iceland is visually stunning, actually real, and can be experienced today — no silly looking VR headsets required.
The Icelandverse quickly gained global attention, as the video racked up over 6 million views on YouTube, Twitter, Instagram, and yes, even Facebook. Within 24 hours of going live, Mark Zuckerberg himself even weighed in, commenting, “Amazing. I need to make a trip to the Icelandverse soon.” And with over one-thousand global news stories from major outlets like the Wall Street Journal, Daily Mail, The Economist, Washington Post, and CNN, Visit Iceland declared the “Icelandverse” their most successful marketing campaign, ever – just 10 days after its launch.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
SS+K / New York
Peel Iceland / Reykjavík
PR / Marketing Agency
M&C Saatchi Talk / London
Client / Brand
Business Iceland
Cinematographer
Hakon Sverrisson
Executive Creative Director
Stevie Archer
Producer
Hannes Thor Arason
Sound Designer
Aggi Fridbertsson
Account Director
Kayleigh Ross
Account Executive
Erica Moore
Actor
Ester Sveinbjarnardottir
Jorundur Ragnarsson
Assistant Camera
Eirikur K. Juliusson
Assistant Editor
Aron Bjorn Kristinsson
Associate Creative Director
Monica Apodaca
Chief Executive Officer
Petur Oskarsson
Jane Boardman
Grip
Alexander Snaer
Makeup
Anna Kristin Oskarsdottir
Managing Director
Egill Thordarson
Magnus Magnusson
Music / Sound
Joi B.
Stylist
Arna Engilbertsdottir
Associate Creative Director / Writer
Cooper Evoy
Associate Creative Director, Writer
Rick Morrison
Co-founder & Partner, Co-Chairman M&C Saatchi US
Lenny Stern
Director / Editor
Allan Sigurdsson
Director, Marketing Communications
Sveinn Birkir Björnsson
Director, Trade & Invest
Karl Gudmundsson
Film Colorist
Bjarki Gudjonsson
Head of Consumer
Steve Kirk
Head of Consumer Marketing
Dadi Gudjonsson
Head of Visit Iceland
Sigridur Dogg Gudmundsdottir
Managing Director, Head of Client Services
Amy Frisch
Managing Director, Production + Operations
John Swartz
Managing Director, Strategy
Kevin Skobac
Production Assistant
Jelena Schally
Project Manager, Marketing Communications
Daníel Oddsson
Project Manager, Social Media
Ísak Kári Kárason
Katarzyna Maria Dygul
Senior Associate Director
Lauren Hunt-Morgan
Senior Strategist
Elena Claro
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