In comment sections across social media, it’s become commonplace to find people claiming in jest (though, sometimes not) that Iceland isn’t a real place. Its idyllic landscapes, unique ecosystems and storybook wildlife seem too good to be true, which has led many to believe that Iceland might just be a fantasy after all.

Capitalising on these discussions, the country’s national airline Icelandair has released a fun new campaign that follows a conspiracy theorist as he tries to prove that Iceland is a place of fiction. Developed in partnership with Danish social-first agency Kubbco, and Icelandic agency Hvíta húsið, Expedition Iceland uses clever cultural insights to inspire conversation around the topic – and hopefully more flight bookings.

In the campaign’s hero film, we watch as the conspiracy theorist argues with his sister about the possibility of Iceland being a real place, eventually agreeing to fly there, along with another ‘quirky’ friend of theirs. Throughout the whole journey, he remains sceptical, questioning the existence of the conveniently named ‘Icelandair’, and even suggesting that the plane never really took off.

Once in the country, his conspiracies continue as he claims that the scenery is just “a big green screen” and the puffins are merely “cute little robots”. His resolve is seemingly weakened by the end, as his sister makes him admit to the camera that Iceland may indeed be a real place, but not before he snatches the phone and runs away, confessing that he still thinks the country is AI-generated.

“Armed with cultural insights revolving around the use of humour, likeable characters, and spinning off the popularity (or frustration) of conspiracy theories and fake news, we created a social media concept and idea that has been overwhelmingly well-received by our audiences,” says David Juul Ledstrup, executive strategy director at Kubbco.

Credits:
Agency: Kubbco
Executive Creative Director: Emils Lukasevics
Social Media Concept/Script: Josefine Forslund-Dalsgaard
Executive Strategy Director: David Juul Lerdstrup
Broader Concept/Production: Hvíta húsið
Director: Reynir Lyngdal
Production: Republik