Tourism is Iceland’s top industry, so when the world went into pandemic lockdown and could not travel, it presented an existential threat to the Icelandic economy. It was essential for Iceland to build demand for the eventual re-opening to global tourism, but the last thing the world needed during a difficult and uncertain time was another tourism campaign. So Iceland gave the world something it did need––a chance to take all their pent-up frustrations and trapped feelings and let them out as cathartic primal screams. And what better place to do so than Iceland’s vast natural landscapes?