ICELANDAIR: THE REAL UNREAL
BACKGROUND
When Icelandair told us a focus group participant had dismissed imagery of iceland as “too good to be true”, IMPLYING IT MUST BE AI-generated. we turned that scepticism into the campaign.
The Provocation
Instead of defending authenticity, we leaned into the conversation around AI imagery and tapped into a tension everyone already feels: we no longer believe what we see.
By borrowing the AI debate as a lens, we made reality feel surprising again. And suddenly, a landscape becomes a plot twist.
The Promise
No AI imagery of Iceland. Ever.
We gave our client a clear, uncompromising stance in a category flooded with artificial content.
THE WORK
We placed billboards outside tech company HQs, taking the conversation to their doorsteps and asking them to stop enabling AI images of Iceland.
We created a fictional conspiracy theorist and sent him to disprove his own ‘Iceland isn’t real’ theory, turning absurdity into 900K+ shares across Reddit and TikTok.
We created a ‘truth test’ and launched it on social. Icelanders couldn’t tell AI images of Iceland weren’t real. Londoners couldn’t tell genuine ones weren’t fake.
results
IN A WORLD OF AI SLOP, DEEPFAKES, AND ERODED TRUST, THE MOST POWERFUL THING YOU CAN SHOW IS THE TRUTH
+4.5pt lift in brand consideration at launch
150% spike in daily web traffic at launch
+27% revenue growth
$21.7M incremental revenue
13.83 ROAS
500M reached
850K engagements
