Promote Iceland: Let It Out!

Promote Iceland has unveiled a major new multimarket campaign, which invites the world to let out their frustrations into its vast and beautiful landscapes to relieve tensions and feel renewed. ‘Looks like you need to let it out’, which aims to position Iceland as a desirable destination and make it top-of-mind as people start to book holidays again, was developed in partnership with creative agency M&C Saatchi Group. It is the firstwork to launch since Promote Iceland appointed them earlier this year and will run across the US, UK, Germany, Canada and Denmark. For the next two weeks, people worldwide can visit the website to let it out and, with Iceland’s uniquely spacious surroundings and seemingly endless landscapes, the only noises the world will have to compete with are a nearby waterfall and the crashing waves of the ocean. Inspired by the practice of ‘scream therapy’, ‘Looks like you need to let it out’ will capture screams, yells and shouts from anyone, anywhere in the world and release them through speakers located in seven stunning and remote locations across the island.