A new campaign from Promote Iceland harnesses people's lockdown angst—and then asks them to let it all out in a huge scream.  

Running across the U.S, U.K., Germany, Canada and Denmark, it encourages people to visit a website to practice "Scream Therapy." There, people can record their bellows and yells, which will then be "released" into the beautiful Icelandic landscape, thereby presumably affording the screamer some release. Speakers to release the screams have been placed in seven scenic locations across Iceland.

The site has helpful instructions on how to let out your scream, but it also urges visitors to seek professional help if they really need mental health support.

It's the first work creative work for the Icelandic tourism organization by M&C Saatchi, which was appointed earlier this year. It aims to make Iceland top of mind as people start to book vacations again.The country is currently open to tourists from the EU and they can even pay a 60 Euro fee to avoid the mandatory 14 day quarantine. However, American tourists are not yet welcome (which might be even more reason to let out your scream of frustration.)

The campaign is promoted by a one-minute ad, directed by Icelandic duo Samuel & Gunnar via Skot Productions. It shows people frustrated by lockdown—with its endless bad news, crappy haircuts, jigsaws and more—letting out therapeutic screams. 

“Across the world, people have been through a lot in the last few months,” said Sigríður Dögg Guðmundsdóttir, head of Visit Iceland, in a statement. “We empathize and want to do what we can to help people relieve their frustrations. In Iceland, we are lucky enough to have vast open spaces and beautiful nature that is the perfect place to let out frustrations. We feel this is just what the world needs. And when people are ready to resume traveling, they can come and experience it for themselves.”

M&C Saatchi agencies across the world delivered the work, including SS+K in New York, M&C Saatchi Sport & Entertainment and M&C Saatchi London, together with local Icelandic agency Peel.