Visit Iceland "Looks like you need an adventure" by M&C Saatchi

Visit Iceland has launched an international TV and social media campaign by M&C Saatchi, SS+K and partner agency Peel Iceland.

Running in the US, the UK, Canada, Germany, Denmark and Sweden, the campaign features a TV ad directed by Guðný Rós Þórhallsdóttir and produced by Arnþrúður Dögg Sigurðardóttir and Eiður Birgisson at SKOT Productions. There is also a TikTok challenge.

The campaign encourages people to book a slot at a pop-up shop in Reykjavik, where they can have their old sweatpants remade into a pair of hiking boots.