An analysis showed that 40% of Danes would have liked to travel abroad in 2020. But only 10% of Americans, 17% of Brits and 23% of Germans had the same thoughts. One in three was mentally affected and one in four felt stressed by the shutdowns. Frustrations were building up.

Therefore, the campaign was made to be inspiring for the frustrated, for those who wanted to travel and for the majority who were unsure or wanted to wait. But how? Aaaaargh! Homework, home training, cancelled vacations and concerts and so on. Covid19 made people want to scream – loud! And according to a phycologist, screaming is actually a great way to get frustrations out.

The campaign was named ‘Let it Out’. Here, Iceland offered its beautiful nature as an outlet for people’s frustrations. On the campaign site lookslikeyouneediceland.com, everyone could record a scream of frustrations and play it over the lava fields at Festarfjall, the fjords at Djúpivogur or the roaring Skógarfoss in Iceland. And of course, you could see and hear both your own and others’ screams’ live. This way, Iceland inspired many to either virtually or in real life, experience the places where their screams were played. At the same time, Iceland received a lot of awareness about their very successful handling of Covid19 and low infection rates.

We asked the influencers, Simone Tajmer, Nadia Nadim, Silas Holst and Oh Land to scream out their Corona frustrations and tell their followers about their personal frustrations.