SS+K, The New York based agency that partnered with Promote Iceland encouraging people to scream out their lock down frustrations, launches a new campaign to upcycle your lock down … read moresweatpants into hiking boots. After more than a year stifled in lock down, Iceland wants you to reawaken your senses with an Icelandic adventure. The first 100 visitors to book a slot at the pop-up shop in Reykjavik and turn up with a valid plane ticket showing their arrival in Iceland from June 24th onwards will have their old, tired sweatpants transformed by hand by Icelandic designer Yr Johannsdottir, into a pair of bespoke hiking boots, with any remaining fabric becoming the bag in which to carry them home. The international campaign is launching today and running in the US, UK, Canada, Germany, Denmark and Sweden. Along with the 90 minute film, there will be a TikTok challenge launched, promoted in Germany but available globally. There will also be a custom Snapchat AR filter that will turn your shoes into Sweatpant boots and it will transport you to different regions of Iceland. The campaign launches with a 90 second music video showcasing the sweatpant boots in action in Iceland. The video features an exclusive song performed by Icelandic artist Cell 7 and produced by Asgeir Orri Asgeirsson.
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