Inspired by Iceland: Looks Like You Need An Adventure by m&c saatchi

Visit Iceland has thrown a bucket of frozen fjord water over us all and shocked us into a long, lost wanderlust with its latest ad campaign.

In partnership with Peel Iceland, the campaign is turning your lockdown sweatpants into boots – or more accurately, the first 100 visitors who book a spot at the pop-up shop in Reykjavik will have their old, tired sweatpants transformed by hand by Icelandic designer Ýr Jóhannsdóttir into a pair of bespoke hiking boots, with any remaining fabric becoming the bag in which to carry them home.

A 90-second music video showcases the boots in their sweaty glory, with Icelandic artist Cell7 showcasing the island’s beauty spots