Icelandic Provisions: Hallo from Iceland by Circus Maximus

Date: Feb 2020
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Icelandic Provisions is rolling out its first national advertising campaign created, in part, to answer the questions ‘what is Skyr?’ and ‘how do you say the word ‘Skyr?’

Developed in tandem with Circus Maximus, the campaign was created to help introduce consumers to the nutritious, Nordic alternative to traditional yogurts.

Inspired by the brand’s origin and the uniqueness of Icelandic culture, Icelandic Provisions and Circus Maximus made the decision to only utilize Icelandic partners in the campaign’s production. They engaged Sagafilm Productions, a Kópavogur-based company that’s worked on films like Interstellar and Star Trek: Into the Darkness, along with Director Hawk Björgvinsson and local talent to anchor the video spots. The result of the team’s past five months of work is what they consider to be a snackable taste of Iceland.

Filmed on location in the coastal village of Vík, the commercials feature Jón & Guðmundur, played by Reykjavík improv actors Jörundur Ragnarsson and Bragi Árnason. The comedic duo explain to viewers what skyr is while donning two Lopapeysas, or traditional Icelandic sweaters. The team braved 20-degree weather and 50mph wind gusts, filming eight separate commercials with just over three hours of natural light each day.

The campaign includes geo-targeted social and digital content coupled with quality, out-of-home experiences that will include transit takeovers, including full bus wraps, bike share kiosks and digital transit shelters.


Company: Icelandic Provisions

Agency: Circus Maximus

Production: Sagafilm Productions

Director: Hawk Björgvinsson

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