Debuted on June 24, 2021, “Looks Like You Need An Adventure” is the new tourism marketing campaign by Visit Iceland that aimed at adventure-hungry travellers who want an Icelandic holiday to rejuvenate their senses.
Through its creative ad, the “Looks Like You Need An Adventure” tourism campaign invites all adventure-hungry travellers to turn their lockdown sweatpants into sweatpant boots for the first big post-pandemic adventure. The ad campaign also shows the trials and tribulations of lockdown juxtaposed against the thrill of a volcano-led vacation.
Planned to run in the the US, the UK, Canada, Germany, Denmark and Sweden, the ad of “Looks Like You Need An Adventure” campaign is the work of M&C Saatchi London. The video campaign also plays out like a music video clip featuring an exclusive song by local Icelandic artist Cell 7.
As part of the initiative, the campaign also comes with a Tik-Tok-inspired promotion whereby the first 100 visitors to book a slot at the pop-up shop at the nation’s capital, Reykjavik, and turn up with a valid plane ticket showing their arrival in Iceland from 24 June onwards, will get their lockdown trackie daks transformed by Icelandic designer Ýr Jóhannsdóttir into a pair of bespoke hiking boots.