Iceland invitations the world to scream its lockdown stress

It is a difficult time to advertise because many brands are not sure whether they should take the path of seriousness "now, more than ever" or find some humor in the current situation.

M & C Saatchi has with Let It Out! Campaign that plays on some of the known frustrations that Lockdown has introduced into our lives. We all suppressed the anger caused by a terrible haircut at home or a particularly tricky puzzle, the ad says. So why not let out in a long, soothing scream?

These screams can be submitted through the Looks Like You Need Iceland website, which they then publish in remote locations across Iceland. It has proven popular so far. The site is already full of frustrations from around the world and provides a practical guide to get the most out of your therapeutic cry.

Apparently, a good long cry lights up the brain's amygdala, which is activated when threatened. According to the website, shouting your amygdala releases all of this pent-up stress. Sigríður Dögg Guðmundsdóttir, Head of Promote Iceland, says: "We are lucky enough to have extensive open spaces and beautiful nature that is the perfect place to avoid frustration."

It's a smart approach to a tourism campaign, even at a time when most of us are unlikely to board a plane.

Agency: M & C Saatchi
Art Director: Ieva Paulina
Directed by Samuel & Gunnar
Author: Camila Gurgel