Iceland offers to turn your lockdown sweatpants into hiking boots

Global campaign including a music video promotes pop-up store in Reykjavik

Published On
Jun 29, 2021

Editor's Pick

Last year, with travelers unable to visit, Promote Iceland offered to release people's screams of quarantine frustration into the wilds of the country. Now, with travel opening up a little, it's back with a new offer -- turning your lockdown sweatpants into hiking boots.

The new campaign from M&C Saatchi agency SS+K and Icelandic agency Peel is opening a pop-up store in downtown Rejkjavik throughout July, where people can upcycle their sweatpants into the limited edition footwear crafted by Icelandic designer Ýr Jóhannsdóttir (with any leftover fabric made into a bag in which to carry it home). All people need to do is book a slot at the pop-up in advance showing a valid plane ticket to Iceland. 

Travel to Iceland might just be a possibility for some (the country is one of the very few on the U.K.’s quarantine-free “green” list, for example). However  for those that can’t make it to Iceland just yet, there’s a website that invites everyone to virtually try-on a pair of Sweatpant Boots. 

To promote the launch, Icelandic rapper Cell7 and former song producer for Stop Wait Go, Ásgeir Orri Ásgeirsson, have recorded an exclusive “Sweatpant Boots" song and made a music video, seen here (be warned; it’s catchy.)

The international campaign is launching today and running in the U.S, U.K., Canada, Germany, Denmark and Sweden. Along with the music video, there will be a TikTok challenge, promoted in Germany but available globally, and a custom Snapchat AR filter that will turn your shoes into Sweatpant boots.

“Sweatpants are the symbol of how we’ve coped with the pandemic. They are the perfect thing for a year cooped up inside where the biggest adventure is dialing into a video call," said Stevie Archer, executive creative director, SS+K, in a statement. "Now Iceland is literally turning our comfy sweatpants into the boots we need to get out of our comfort zones and enjoy all the incredible experiences we’ve been missing out on.”


Jun 29, 2021
Client :
Promote Iceland
Agency :
Co-founder and Partner Co-Chairman M&C Saatchi US :
Lenny Stern
Executive Creative Director :
Stevie Archer
Creative Director :
Daniel Bremmer
Assistant Creative Director Art Director :
Monica Apodaca
Managing Director, Production + Operations :
John Swartz
Account Director :
José Salgado
Account Executive :
Senior Strategist :
Elena Claro
Producer :
Halley Hopkins
Managing Director Strategy :
Kevin Skobac
Managing Director Head of Client Services :
Amy Frisch
Icelandic Partner Agency :
Peel Iceland
Managing Director :
Magnus Magnusson
Managing Director :
Egill Thordarson
Designer :
Einar Guðmundsson
Animator :
Steinþór Jenni Sigurðsson
Agency :
M&C Saatchi-London
Senior Creative :
Camila Gurgel
Senior Creative :
Ieva Paulina
Public Relations & Communications Lead :
M&C Saatchi TALK
Chief Executive Officer :
Jane Boardman
Director :
Sophie Hayes
Senior Associate Director :
Lauren Hunt-Morgan
Account Director :
Rachel Arnold
Account Manager :
Maia Quinn
U.S. Public Relations :
M&C Saatchi Sport and Entertainment North America
Chief Executive Officer :
Steph Lund
President :
Andrea Nirsimloo
Executive Vice President :
Aarti Parekh
Senior Account Executive :
Frankie Petts
Account Executive :
Hillary Asher
Assistant Account Executive :
Asli Aybar
Filming & Production :
SKOT Productions
Director :
Producer :
Arnþrúður Dögg Sigurðardóttir
Producer :
Assistant Director :
Director of Photography :
Óttar Guðnason
Editor :
Sighvatur Ómar Kristinsson
Post Production :
Colorist :
Bjarki Guðjónsson
Sound Design :
Nick Cathcart-Jones
Germany Public Relations :
Headspace pr
Director :
Alexander Bohlinger
Senior Account Manager :
Christian Hölling
Nordics Public Relations :
Essencius A/S
Managing Partner Strategy & Issues :
Christina Schärfe Lambach
Managing Partner Project Management :
Maria Gamarra
Communications Consultant :
Sofie Lockhart
Communications Consultant :
Olof Ehrs
Digital Development :
Avista Digital
Developer :
Thorvaldur Sveinsson
Developer :
David Halldorsson
ISRC code :
Artist :
Inspired By Iceland Cell7
Song :
Asgeir Orri Asgeirsson
Lyrics :
Asgeir Orri Asgeirsson
Lyrics :
Stevie Archer
Lyrics :
Daniel Bremmer
Lyrics :
Monica Apodoca
Lyrics :
Camila Gurgel
Lyrics :
Ieva Paulina
Master split :
Asgeir Orri Asgeirsson
Publishing :
Asgeir Orri Asgeirsson
Publishing :
Ragna Kjartansdóttir

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