Business Iceland

Iceland. Better Than Space.

Agency: SS+K


Today, Mission Iceland takes off as Iceland blasts its first ever space billboard encouraging space tourists to consider Iceland as a viable alternative, and soak up incredible earthbound wonders without the need to launch themselves into the stratosphere. As space tourism continues to rocket with galactic travellers attempting (and to date, failing) to take off, Iceland has a message to share to all budding space tourists: Iceland. Better Than Space.

A global study by Visit Iceland found two fifths of the planet’s population (39%) believes that Iceland offers scenery better than they ever imagine experiencing in space. So, Iceland is publicly inviting all aspiring space tourists to visit the country instead for a fraction of the cost and carbon footprint; with unlimited oxygen, fresh food and maybe even a geothermal spa or two.

It has also been revealed that six out of ten people globally believe that the landscape of Mars will have red rocks (60%), volcanoes (21%) and black sand (15%) – all of which can be found in Iceland, so by visiting the Nordic country, you can save yourself the 638-million-kilometre round-trip journey to Mars, too.

As people across the globe (im)patiently wait to take a trip outer space, Iceland has taken that one small step ahead of them by launching a space billboard* into the stratosphere. The space billboard itself might be small, but its message is big; take part in terrestrial travel and discover breathtaking surroundings and endless landscapes that are out of this world… but actually in this world.

And with such beauty right here on our very own planet, many believe the focus should be on helping our planet instead of space travel. When asked about their opinions on space travel, half the globe (56%) believe space tourism is not as important as investing in our own planet, while over one in eight say space travel is a waste of natural resources and money.

This professional campaign titled 'Iceland. Better Than Space.' was published in Iceland in November, 2022. It was created for the brand: Business Iceland, by ad agency: SS+K. This Integrated medium campaign is related to the Hospitality, Tourism and Travel and Tourism industries and contains 1 media asset. It was submitted over 1 year ago.


Client: Business Iceland
CEO Pétur Óskarsson
Director, Marketing Communications Sveinn Birkir Björnsson
Director, Trade & Invest Árni Alvar Arason
Head of Marketing Projects Daníel Oddsson
Head of Visit Iceland Sigríður Dögg Guðmundsdóttir
Head of PR Lea Gestsdóttir Gayet
Head of Digital Ísak Kári Kárason
Head of Social Media Katarzyna María Dygul

Creative Agency: SS+K
Co-Founder + Partner: Lenny Stern
Executive Creative Director: Stevie Archer
Managing Director, Production + Operations: John Swartz
Associate Creative Director, Writer: Cooper Evoy
Associate Creative Director, Art Director: Monica Apodaca
Managing Director, Head of Client Services: Amy Frisch
Account Supervisor: Erica Moore
Managing Director, Strategy Group: Kevin Skobac
Strategy Director: Elena Claro

Icelandic Agency: Peel Iceland
Co-Founder + Partner: Magnús Magnússon
Co-Founder + Partner: Egill Þórðarson

Global PR Agency (Hub): M&C Saatchi Talk
CEO: Jane Boardman
Head of Consumer: Steve Kirk
Senior Associate Director: Lauren Hunt-Morgan
Senior Associate Director: Laura Jones
Account Director: Kayleigh Ross
Account Director: Maia Quinn
Account Manager: Sam Sparks

Production Company: Pelikula
Director / Editor: Allan Sigurðsson
Producer: Hannes Þór Arason
Director of Photography Árni Filippusson
Additional Cinematography Thor Eliasson
Hair & Makeup: Anna Kristin Oskarsdottir
1st A.C.s (Assistant Camera) Guðjón Hrafn Guðmundsson
Goði Már Guðbjörnsson
Róbert Magnússon
2nd A.C.s (Assistant Camera) Eva Rut
Sindri Snær Jónsson
Gaffers Viktor Orri Andersen
Hafþór Ingi Garðarsson
Bjarni Svanur Friðsteinsson
Key Grip Jón Andri Vinther
Sound Agnar Friðbertsson
Eyþór Örn Margrétarson
Úlfhildur Eysteinsdóttir
Production Assistants Lára Björg Gunnarsdóttir
Kristján Jónsson
Úlfur Arnalds

Costume: María Theódóra Ólafsdóttir
Arna Engilbertsdóttir

VFX & Grade: Bjarki Gudjonsson @ Trickshot

Music : Úlfur Eldjárn

Sound Mix: Brynjar Unnsteinsson

Locations: Sky Lagoon
La Primavera (Marshall)

Equipment rental: Kukl

Actors: Sveinn Ólafur Gunnarsson
Jörundur Ragnarsson

Special Thanks: Leifur Kolbeinsson
Elma Árnadóttir
Ragnheiður Harpa Haraldsdóttir
Örlygur Hnefill Örlygsson
Atli Thor Fanndal
Hreinn Beck


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.