Iceland is releasing your screams of lockdown frustration all around the country

Tourism push from Promote Iceland is first work by new agency M&C Saatchi

Published On
Jul 16, 2020

Editor's Pick

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. 


Jul 16, 2020
Client :
Promote Iceland
Agency :
M&C Saatchi
Partner :
Lenny Stern
Executive Creative Director :
Stevie Archer
Managing Director :
John Swartz
Agency & Client Lead :
Amy Frisch
Account Director :
José Salgado
Agency Producer :
Craig von Wiederhold
Creative Director :
Daniel Bremmer
Senior Strategist :
Elena Claro
Managing Director :
Kevin Skobac
Senior Copywriter :
Camila Gurgel
Senior Art Director :
Ieva Paulina
Managing Director :
Magnus Magnusson
Managing Director :
Egill Thordarson
Designer :
Einar Guðmundsson
Animator :
Arnar Jónsson
Global Managing Director :
Chris Hides
Director :
Sophie Hayes
Senior Associate Director :
Lauren Hunt-Morgan
Senior Account Manager :
Jade Beaty
Account Manager :
Maia Quinn
Founder Chief Technologist :
Scott Park
Producer :
Nancy Tran
Director :
Samuel & Gunnar
Executive Producer :
Hlynur Sigurðsson
Head of Production / Producer :
Birna Paulina Einarsdóttir

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