As if the pandemic restrictions weren’t enough, sweatpants were another thing that kind of sabotaged our adventurous spirit. But, as the world opens up to tourists, Iceland has a proposal for travelers on how to use their lockdown pants: Why not turn them into footwear that soothes their way into their next big adventure? And when the official destination brand for Iceland in marketing Inspired by Iceland says “transform” them, it literally means it.

After more than a year of restrictions, the country challenges tourists to take their “trusty pandemic sweatpants” and turn them into hiking boots, perfect for their next trip. Developed with the help of M&C Saatchi London, SS+K, and Peel Agency, Inspired by Iceland’s summer campaign that gives a new meaning to sweatpants targets travelers hungry for a memorable adventure.

“Being locked-down has had a significant impact on our mental health. For many, lockdown sweatpants have become a symbol of what you have been through and upcycling them into sweatpant boots is an opportunity to regain a sense of authority over your life,” says Zoë Aston MSc, Psychotherapist and Mental Health Consultant.

“Looks Like You Need an Adventure” invites tourists to turn their stay-at-home equipment into one that’s suitable for when they explore Iceland’s impressive locations. The boots are free but they are available only to a limited number of visitors coming to Iceland in July 2021.

To have their own pants turned into boots, travelers need to make a reservation at the Sweatpant Boots pop-up, located on Rainbow Street in downtown Reykjavik (open throughout July), and to prove their arrival in Iceland (a valid plane ticket) from June 24th onwards. The boots are crafted in partnership with sustainable, ethical, and vegan shoe brand Will’s Vegan and design and creation are signed by Icelandic designer Ýr Jóhannsdóttir, with any remaining fabric being used for a bag, which visitors can use to carry their shoes in.

Due to people’s overwhelming desire to get off the couch and venture into “the land of fire and ice,” all slots are fully booked. For those who can’t make it to Iceland, the country has designed a website that enables viewers to virtually put a pair of Sweatpant Boots on and explore each of the seven regions of the country.

“All over the world, we have been under various lockdowns and restrictions for over a year, and let’s face it, we’re in a bit of a rut. In Iceland, we are lucky enough to have a wealth of adventure, from the bold waterfalls in the South, to the tranquil shores of the East and all the food, music, and wellbeing culture across the country,” Sigríður Dögg Guðmundsdóttir, Head of Visit Iceland, explains. “For those ready to travel again, we want to make sure you’re prepared to experience life to its fullest and take on whatever adventure you’ve been craving. And some lucky visitors will get to do it with their own unique Sweatpant Boots.”

To mark the launch of the boots, a 90-second-long music video has been created, featuring Icelandic rapper Cell7 and produced by Ásgeir Orri Ásgeirsson. The ad will run in the US, the UK, Canada, Germany, Denmark, and Sweden.

Credits:

Client: Inspired by Iceland

Agency: M&C Saatchi London // SS+K

Icelandic Partner Agency: Peel Agency