role: art director & copywriter

the challenge:
consumers feel offset by the idea of vacationing in Iceland, worrying it’s too cold or small to be enjoyed.

the ask:
how can visiticeland.com let consumers know that a visit to Iceland is beyond “worth it”? iceland is the only true vacation choice, offering visitors something they won’t find anywhere else.

the idea:
‘not ai. iceland.’ a campaign that appeals to the idea that the beauty and existence of Iceland is so incredible, that it's even beyond the creation of ai. not even chatgpt could replicate this magnificence.