Let’s face it, 2020 has been a pretty f**ked year. From bushfires to a global pandemic, to police brutality and more, there is a never-ending cycle of bad news.
The folks over at Iceland’s tourism board have decided that, in light of this, people might want to let off a little steam.
That’s why in its latest campaign created by advertising agency M&C Saatchi in the UK, Iceland is marketing itself as a destination where you can do just that – inviting travellers to go there and scream, as loud as they like, into the country’s incredible vast wilderness.
“Looks like you’ve been through a lot. It looks like you need to let it out somewhere big, beautiful and open. It looks like you need Iceland,” the ad says.
The campaign video shows a series of frustrated and angry people in highly relatable lockdown situations and, as each lets out a scream, they’re immediately transported to Iceland (if only!).
The country welcomed back EU citizens in mid-June. However, for those who can’t get to Iceland physically, the ad invites people to record their screams and upload them for the nation’s tourism board to play in a remote location.
Check out the campaign in all its wackiness below: