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Inspiration for a commercial can come from anywhere, so why not a video of people playing volleyball in front of an erupting volcano near Reykjavik?
Joan Creative, in its first work for dairy company Icelandic Provisions, used the eye-catching game footage that went viral as a spiritual guide for a campaign launching today for the brand’s yogurt-like Skyr product line.
“No challenge is too big for Icelanders—they just keep going,” Lauren Costa, who was named Joan’s executive
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