Ah, conspiracy theories. The one about Iceland being AI-generated gave social-first agency, Kubbco,an idea for am Icelandair campaign.
Icelandair has added its own voice to the conversations in social media. The tongue-in-cheek campaign, Expedition Iceland, by Kubbco, in partnership with Icelandic agency, Hvíta húsið, investigates whether Iceland is a “real” country or the conspiracy theory is right.
The two-minute film follows an online conspiracy theorist who doesn’t believe that Iceland is real and confidently shares his views with his followers. Because how could its spectacular landscape with volcanoes, hot springs, lava fields, geysers, Northern lights, and puffins possibly be real? His sister, who is confident in her knowledge that Iceland is indeed real, tries to prove it to him by taking him there, informing her brother and a quirky third character that Iceland has an airline.
The campaign launched on November 10 and will run across Instagram, Facebook, YouTube, and the Icelandair website for four to six weeks. Additional fun content is expected to be rolled out, with details still to be confirmed.
Gísli Brynjolfsson, director of marketing, Icelandair, stated, “In these both strange and wonderful times, where AI is everywhere, we wanted a fun and culturally relevant way to show people that Iceland is as real and stunning as it gets. Kubbco instantly understood the mission and brought forward an idea that speaks the same language we all use online: playful, curious, and a little mischievous.
“The collaboration with all agencies (Kubbco, Republik, and Hvíta húsið, red.) has been both challenging and genuinely rewarding. Everyone brought their strengths, and the result is a campaign that feels both seamless, full of personality, and has the potential to live on in so many ways. The response has been beyond what we hoped for so far. Seeing people laugh, share, and even plan their next trip to Iceland is ultimately why we do this.”
David Juul Ledstrup, executive strategy director at Kubbco, added, “We were introduced to an amazing concept and challenge by Icelandair, to show that Iceland isn’t AI-generated. Our task was to come up with something that would resonate on social media. Armed with cultural insights revolving around the use of humour, likeable characters, and spinning off the popularity (or frustration) of conspiracy theories and fake news, we created a social media concept and idea that has been overwhelmingly well-received by our audiences. It’s great to see how many people are interacting with this piece – and planning their next trip to Iceland.”
Credits:
Agency: Kubbco
Executive Creative Director: Emils Lukasevics
Social Media Concept & Script: Josefine Forslund-Dalsgaard
Executive Strategy Director: David Juul Lerdstrup
Account Management: Yu Zhao
Project Management: Tai Christensen
Broader Concept & Production: Hvíta húsið
Director: Reynir Lyngdal
Production: Republik
