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“From crying in the shower to feeling nature’s power,” goes the song that accompanies Iceland’s tourism promotion to lure people out of lockdown seclusion.
Tourism campaigns tend to simply involve panoramic views of beauty. And for Iceland, that is also true. However, post-pandemic, the European country wants the world to prepare itself to visit its windswept land by offering to upcycle travelers’ old sweatpants into hiking boots to lure them in.
The “Looks Like You Need an Adventure” campaign from M&C Saatchi shop SS+K
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