Iceland – Icelandic tourism site Visit Iceland is encouraging global tourists to emerge from lockdown lifestyles in a campaign centring on the switch from sweatpants to walking boots.
Its Looks Like You Need an Adventure campaign by SS+K features a music video from Icelandic rapper Cell7 – shown wearing upcycled travellers’ old sweatpants that have been recycled into walking boots. Referencing the mundanity of home lifestyles due to pandemic restrictions, the video then spotlights travellers in different areas of Iceland. Alongside the video campaign, a pop-up store in Reykjavik’s Rainbow Street will offer an upcycling service to transform sweatpants into hiking boots.
‘For those ready to travel again, we want to make sure you’re prepared to experience life to its fullest and take on whatever adventure you’ve been craving,’ says Sigríður Dögg Guðmundsdóttir, head of Visit Iceland.
As the travel sector begins to show signs of recovery, marketers are focusing on the sensorial aspect of visiting new places – here swapping indoor living for picturesque scenery.