Digital
OutHorse Your Email — Horse at the Keyboard
Visit Iceland · 2022
- Agency
- SS+K
- Campaign
- OutHorse Your Email
Analysis
Visit Iceland offered holiday email replies typed by horses on a giant keyboard. This film still shows a horse beside the nonsense reply its work produces.
Literal wordplayUnexpected serviceDestination scenery
Why it worked
The giant keyboard makes an impossible service visible in one scene. A waterfall and open landscape keep Iceland’s travel appeal inside the joke. The nonsense reply gives viewers a quick way to understand the horse’s role. The campaign turns the wish to disconnect from work into a service people can try.
Lesson
Build a playful service around a real obstacle to using your product.
Image source
© Visit Iceland. Shown for study and commentary.
Not affiliated with or endorsed by Visit Iceland.