M&C Saatchi has launched a scream therapy-inspired campaign for Promote Iceland.
Filmed during lockdown when "terrible stuff continues to happen", the ad shows housebound people as they cut their own hair, binge-watch TV shows and attempt to complete elaborate horse-based jigsaws.
They finally snap and let out some almighty screams, inadvertently transporting them to the great outdoors, where they can vent their frustrations in peace.
People around the world can "send" their screams, shouts and yells to seven locations across Iceland via the campaign website. Locations include Festarfjall in Reykjanes Peninsula, Djúpivogur in the east and the Skógafoss waterfall in the south.
Running across Canada, Denmark, Germany, the UK and the US from today (Wednesday), the work was written by Camila Gurgel, art directed by Ieva Paulina and directed by Samuel & Gunnar through Skot.
In 2017, Promote Iceland launched a campaign featuring "the hardest karaoke song in the world", created by former agency The Brooklyn Brothers as well as Íslenska.