AGENCY
Lenny Stern, Co-founder and Partner, Co-Chairman M&C Saatchi US
Stevie Archer, Executive Creative Director
Monica Apodaca, Associate Creative Director
José Salgado, Account Director
Elena Claro, Senior Strategist
Daniel Bremmer, Creative Director
John Swartz, Managing Director, Production + Operations
Erica Moore, Account Executive
Amy Frisch, Managing Director, Head of Client Services
Kevin Skobac, Managing Director, Strategy
Halley Hopkins, Producer
Camila Gurgel, Senior Creative
Ieva Paulina, Senior Creative
Peel Iceland
Magnús Magnússon, Managing Director
Egill Thordarson, Managing Director
Stefania Erla Oskarsdottir, Project management
Einar Guðmundsson, Designer
Steinthor Jenni Sigurdsson, Animator
M&C Saatchi Talk
Lauren Hunt-Morgan, Senior Associate Director
Jane Boardman, Chief Executive O_x0000_cer
Sophie Hayes , Directors
Rachel Arnold, Account Director
Maia Quinn, Account Manager
M&C Saatchi Sport & Entertainment North America
Steph Lund, Chief Executive O
SUMMARY
To travel, people needed to overcome their lockdown mindset. Up against big-budgeted competitors, tourism-dependent Iceland offered cathartic motivation to make Iceland the top-of-mind preferred destination: an opportunity to turn the symbol of pandemic doldrums—sweatpants—into hiking boots. The only way to get them? Visit Iceland. The effort generated outsized reach, attracting mass press coverage and influencer engagement. Iceland surged to the #1 desired destination, increasing +10% in global rankings compared to competitors and significantly moving audiences with a lower willingness to travel, all while being vastly outspent by other countries.
