Icelandair

The partnership

Iceland offers a great deal of fantastic nature and friendly people making it very hard for travelers to leave when they do a stopover while traveling from North America to Europe or vice versa. So sometimes they might need some extra help getting back on their flights.

Meet Hugi, the world’s first (and friendliest) Tourist Bouncer, as he goes on a search for tourists hiding around Iceland.

What we did

We created a unique social-first campaign that resulted in more tourists going to Iceland for a stopover.

In a mockumentary style, we focused on a fictional tourist bouncer named Hugi, challenging the current industry standard practice of doing cut downs of commercials made for TV - which is not favored by either platform or audience. Then, instead of saying “Come Visit” we told tourists, “It’s time to go home…” which created an incredible response.

Then, we showed the perspective of the stopover tourist and even more travelers were introduced to the stopover option for Iceland!