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's too god-damn pretty, and tourists flock to its beauty in their tens of thousands. Sure, it's good for the economy, but not for the environment or the locals. So, we created an educational academy to help tourists get the most out of their visit without damaging the beauty that drew them to it. In a short period, we enlisted over 20,000 students from 75 countries with zero media spend. Over the campaign period more people applied for our academy than the top Ivy league schools across America.