PRWeek Global Awards Winners 2021 - Global Integration

The winner in the Global Integration category is Looks Like You Need To Let It Out, by M&C Saatchi Talk, SS+K, M&C Saatchi Group, M&C Saatchi Sport & Entertainment NYC, Essencius, headspace PR, Peel Iceland & Sköt for for Promote Iceland.

PRWeek Global Awards Winners 2021 - Global Integration

As Covid-19 brought the world to a standstill, the travel industry needed innovation and creativity to keep itself afloat amid the mayhem. This is particularly important in countries where tourism is the leading industry; like Iceland.

Visit the PRWeek Global Awards hub to find out more about the winners

M&C Saatchi Talk was posed with the challenge of positioning Iceland as the top travel destination for when the world eventually reopened - a difficult challenge in a moment when it was very clear that the absolute last thing the world needed, or wanted, was a tourism campaign. 

M&C Saatchi Talk created a global livestream experience called ‘Looks Like You Need To Let It Out’, installing seven temporary speakers in captivating Icelandic locations. People stuck at home were invited to record their screams and watch them released into waterfalls, glaciers, cliffs and beaches across Iceland. Resonating with the newfound stresses of working from home with children, DIY haircuts, boredom and isolation was a key focus. Influencers engaged with the sites, and Promote Iceland chief Sigríður Dögg Guðmundsdóttir appeared in the mainstream media explaining the campaign. 

It became the most successful Icelandic tourism campaign to date, comfortably eclipsing 2017’s ‘The Hardest Karaoke Song In The World’ by a significant margin. By the time the campaign concluded it had earned 800 global pieces of coverage, close to 60,000 screams had been recorded, and there had been an increase of just under 50% in online booking searches.

Judge's comment:

“Anytime one of your metrics is 59,224 screams, you know you have done something really special! Creative, delightful and very much fitting at a time when traditional travel advertising was meaningless, this has helped protect a valuable industry for the future.”


Highly commended

#MessFreeChallenge
Thinkerbell for General Mills

Tortilla Pockets were created by food giant General Mills with the aim of keeping Mexican night mess-free. #MessFreeChallenge alerted customers to this innovation, partnering with tennis player Nick Kyrgios, who was tasked with eating a Tortilla Pocket while playing tennis - without getting his kit messy. Kyrgios challenged others to do the same for charity, with the campaign reaching millions on social media, generating in excess of 250 articles globally, and helping the new product to comprehensively beat sales forecasts.

Shortlisted

Completed It Mate: Helping Papa John’s ‘Level Up’ in Lockdown - W Communications for Papa John's
Infiniti's Innovative Launches in a COVID World - imre, Live Nation and INFINITI for INFINITI Motor Company
#InItTogether - LinkedIn
Looks Like You Need To Let It Out - M&C Saatchi Talk for Promote Iceland
Love it Like the First Time - beIN SPORTS
That's Debatable - IBM

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