The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Social Media

Welcome to the Icelandverse

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

Client Inspired By Iceland


Social Post / Real-time Response

Annual ID


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



SS+K / New York
Peel Iceland / Reykjavík

PR / Marketing Agency

M&C Saatchi Talk / London

Client / Brand

Business Iceland


Hakon Sverrisson

Executive Creative Director

Stevie Archer

Sound Designer

Aggi Fridbertsson

Account Director

Kayleigh Ross

Account Executive

Erica Moore


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


Alexander Snaer


Anna Kristin Oskarsdottir

Managing Director

Egill Thordarson
Magnus Magnusson

Music / Sound

Joi B.


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

Related Awards





Follow Us