Screaming Tourists Campaign Receives Digiday Award From the video. Screenshot/Promote Iceland.
Vala Hafstað
M&C Saatchi & Peel wrote the script for the campaign and did the creative work, while the production company Skot handled filming and production. The campaign was directed by Samúel Bjarki Pétursson and Gunnar Páll Ólafsson, and the score was composed by Úlfur Eldjárn.
The Digiday Content Marketing Awards annually recognize the companies and campaigns using content to modernize media and marketing.
Promote Iceland released the campaign in July of last year to engage people most likely to travel as soon as the lockdowns, due to the COVID-19 pandemic, were lifted. Prospective tourists were offered a chance to release COVID-related stress by recording their screams on a phone or computer and, through a web camera, listen to them in Icelandic landscape at different locations.