Promote Iceland's new campaign is a real scream

Meditation is all well-and-good, and long walks can sometimes help, but sometimes a bloody good scream is all that's needed to expunge your inner frustrations.

Taking this insight, alongside the built-up anguish of most people in lockdown, is M&C Saatchi Group in their first work for Promote Iceland since being appointed earlier this year.

Bringing in award-winning Icelandic duo Samuel & Gunnar through Skot Productions, Let It Out depicts people stuck at home in now-familiar lockdown scenarios: bombarded by bad news, cutting their own hair, doing jigsaws and forced to celebrate their birthdays alone. One by one, they take the opportunity to scream out their pent-up frustrations, seeing their screams released into Iceland’s beautiful landscapes. 

What's more, for the next two weeks, people worldwide can visit lookslikeyouneediceland.com to let it all out and, with Iceland’s uniquely spacious surroundings and seemingly endless landscapes, the only noises the world will have to compete with are a nearby waterfall and the crashing waves of the ocean.