Inspired by Iceland

OutHorse Your Email

Agencies: SS+K M&C Saatchi Peel Iceland


Today, Iceland is saying nay to work emails while on holiday as it launches its world-first OutHorse Your Email service, encouraging travellers to switch off and take an uninterrupted trip, letting the hooves do the talking.
A recent global study by Visit Iceland found that two fifths (41%) of people globally check their work emails between 1 and 4 times a day when on holiday, while 1 in 10 (14%) review them 5-6 times every day. To encourage workers to disconnect and experience the country’s breathtaking surroundings distraction free, Iceland is launching its OutHorse Your Email service, a world-first email response system which sees its unique breed of horses take centre stage.

Due to the pandemic, over the last few years many workers have transitioned to remote working, finding that the lines between their work and personal lives have become blurred. The research by Visit Iceland revealed that three fifths (59%) of people globally now feel as if their boss, colleagues and clients expect them to reply when on holiday, while less than half (44%) of workers actually feel rested after their trip. A further 1 in 10 (15%) have even cancelled or postponed their holiday plans altogether due to work. That’s why Iceland is outhorsing workers’ emails to its horses, asking them to trot out replies, so they don’t have to.
Using a large keyboard mat, Iceland’s OutHorse Your Email service sees the gaited horses walk, trot, canter, tölt and pace their way across the fields as they take on the role of out of office. From þþnjifai=’.,,lmbmbnbbhgycdrgzw/’pfæ ndaiFVxhðut7r7r7djsmfdsm to þnjifai\’/.p,oii9unnbhvggyvgjhbjm,kfæ,.iklp–jpomohu o/’k;,i,mumnf, travellers can request to get their very own emails written by Icelandic horses, so that they can go gallop-vanting around the country undisturbed.
And with much of the world ready to explore again after two years of restrictions, a third (33%) of people believe that since the pandemic taking a holiday has become even more important, while two fifths (41%) admit they feel more prepared and ready to tackle work once they have properly relaxed. When asked about their ideal trip, almost half (44%) are interested in exploring different locations and two fifths (43%) want to visit places that allow them time to have headspace.

This professional campaign titled 'OutHorse Your Email' was published in Iceland in May, 2022. It was created for the brand: Inspired by Iceland, by ad agencies: M&C Saatchi, Peel Iceland, and SS+K. This Film medium campaign is related to the Hospitality, Tourism and Travel and Tourism industries and contains 1 media asset. It was submitted almost 2 years ago.


Client: Business Iceland
CEO Petur Oskarsson
Director, Marketing Communications Sveinn Birkir Bjornsson
Director, Trade & Invest Karl Gudmundsson
Head of Consumer Marketing Dadi Gudjonsson
Head of Visit Iceland Sigridur Dogg Gudmundsdottir
Project Manager, Marketing Communications Daniel Oddsson
Head of PR Lea Gestsdottir Gayet
Project Manager, Social Media Isak Kari Karason
Project Manager, Social Media Katarzyna Mariaa Dygul
Manager, Trade & Invest / “Horse Expert” Jelena Ohm
Project Manager, Marketing Communications Una Hildardottir

Creative Agency: SS+K
Co-Founder + Partner: Lenny Stern
Executive Creative Director: Stevie Archer
Managing Director, Production + Operations: John Swartz
Associate Creative Director, Writer: Rick Morrison
Associate Creative Director, Art Director: Benita Antony
Agency Producer: Christian Colasuonno
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: Magnu s Magnusson
Co-Founder + Partner: Egill Thordarson

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

Production Company: Republik
Director: Reynir Lyngdal
Editor: Gudni Halldorsson
Producer: Hannes Fridbjarnarson
Director of Photography Vidir Sigurdsson
Hair & Makeup: Ragna Fossberg
1st A.C.s (Assistant Camera) Eirikur K Juliusson
Gaffers John Ingi Matta
Production Assistants Hogna Jonsdottir
Costume: Elma Lisa Gunnarsdottir

Keyboard build: Ari Birgir Agustsson
Keyboard technology Hreinn Beck

VFX & Grade: Luis Asciano

Graphic animation: Steinthor Jenni Sigurdsson

Music : Veigar Margeirsson/
Pitch Hammer Music

VO artist: Olafur Darri Olafsson

Sound Mix: Johannes B Bjarnason/Audioland

Equipment rental: KUKL
Actors: Modurskipid Talent Agency

Behind the scenes video Addi Atlondres

Website Juni
Project manager: Gudlaug Jokulsdottir
Design Erna Gunnarsdóttir
Programming Jon Gabriel Lorange


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