Friday Stir

By Kyle O'Brien 

-Iceland is trying to get tourists back and it’s offering to transform people’s lockdown sweatpants into hiking boots so they can get exploring the icy island. SS+K, in partnership with M&C Saatchi Group and Peel Iceland, have launched “Looks Like You Need An Adventure,” a campaign to help pandemic-weary travelers get off the couch and out of their sweatpants.

The first 100 visitors to book a slot at the pop-up shop in Reykjavik and turn up with a valid plane ticket showing their arrival in Iceland from June 24 onwards will have their old sweatpants transformed by hand by Icelandic designer Ýr Jóhannsdóttir, into a pair of bespoke hiking boots.


The campaign kicks off with an infectious song and video by Icelandic artist Cell 7 and produced by Ásgeir Orri Ásgeirsson. There will also be a custom Snapchat AR filter that will turn your shoes into Sweatpant boots and it will transport you to different regions of Iceland.

-NYC & Company, the destination marketing organization and convention and visitors bureau for New York City, has launched a $30 million, global, multi-media marketing campaign to bring tourists back.

-Nike and Wieden+Kennedy keep riding the “Dream Crazy” train to Cannes wins, this time picking up a Grand Prix in Creative Effectiveness.

-In other day 4 Cannes Lions news, awards were given out in Creative Ecommerce, Brand Experience, Innovation, Radio and Audio, and Mobile categories.

Mat Baxter, formerly chaiman at IPG agency Initiative, has taken on the global CEO role at Huge.

-European energy giant E.ON has named Berlin-based agency Lure Media as its global creative partner.

-Adweek caught up with Ryan Reynolds and Maximum Effort co-founder George Dewey to learn more about what’s next for the creative agency.

-The Drum asked top creatives for their favorite ads shot for the vertical screen.