Turning tourists into
guardians of Iceland’s beauty.
Brand: Inspired by IcelandProject: Icelandic AcademyRole: CD + CreativeAgency: The Brooklyn Brothers + Islenska
Brand: Inspired by IcelandProject: Icelandic Academy
Iceland has a problem: it is exceptionally beautiful, and tourists flock there in their tens of thousands. While this benefits the economy, it creates challenges for the environment and local communities.
We created an educational academy to help tourists get the most out of their visit without damaging the very beauty that drew them there. In a short period, we enlisted over 20,000 students from 75 countries with zero media spend. During the campaign, more people applied to our academy than to the top Ivy League schools in America.