-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.
–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.