Icelandic Glacial Water - Fire & Ice Campaign

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Icelandic Glacial Water - Fire & Ice | NYX Awards

A Story of Fire & Ice

Icelandic Glacial Water’s Fire & Ice campaign, crafted by Phoenix Media Group, is an excellent example of how strategic storytelling and influential talent can bring a product closer to its roots while capturing global attention. The campaign features two distinctive 15-second advertising spots, showcasing the breathtaking landscapes of Iceland and enlisting two of the country’s prominent local figures: Ása Steinars, an Icelandic photographer and influencer, and Thrainn Vigfússon, an acclaimed Michelin-star chef. This approach not only grounds the product in its Icelandic heritage but creates a genuine, relatable connection between the audience and Icelandic Glacial Water.

Using Ása Steinars in one of the campaign’s spots was a natural fit. Known for her stunning photography of Iceland’s diverse landscapes, Ása captures Iceland’s rugged, untouched beauty in a way that resonates deeply with both locals and admirers worldwide. Her presence in the advertisement feels authentic, as she’s known for championing the natural wonders of Iceland through her work. Her images evoke the purity and strength of Iceland’s glacial waters, adding authenticity and depth to the campaign.

By featuring Ása, the campaign also taps into her dedicated following of nature lovers and adventure enthusiasts, expanding its reach while grounding its message in an artist whose work is firmly tied to the country’s unique landscapes.

The Fire & Ice concept itself gains extra significance through the inclusion of Chef Thrainn Vigfússon, owner of the Michelin-starred restaurant Ox in Reykjavik. His culinary expertise and deep understanding of Iceland’s culinary landscape add an exciting layer to the campaign. Thrainn’s presence symbolizes the refinement and quality that Icelandic Glacial Water aims to embody.

The clip featuring him showcases his craft in a way that highlights the intense natural beauty of Iceland, while subtly emphasizing the purity and mineral-rich quality of Icelandic Glacial Water, a perfect pairing for a chef known for his dedication to fresh, local ingredients. His inclusion in the campaign reinforces the importance of Icelandic purity in the culinary experience, resonating with audiences who value quality and authenticity in what they consume.

Choosing these two influential figures was a smart and meaningful choice for Icelandic Glacial Water. In a world where authenticity is increasingly valued, the campaign brings together people who live and breathe Iceland’s culture. Both Ása and Thrainn embody the rugged elegance and purity that Icelandic Glacial Water represents. By collaborating with these local icons, the campaign aligns the product with the talents and lives of real Icelandic people who inspire and create within Iceland’s stunning natural environment.

The visual impact of the Fire & Ice campaign has also been carefully crafted to tell the story of Iceland’s powerful natural elements, showcasing waterfalls, volcanic landscapes, and glaciers. These short, vivid spots capture the awe-inspiring beauty of Iceland, combining powerful visuals with the genuine passion of the featured talents.

Phoenix Media Group’s creative direction makes it easy to see why viewers worldwide are drawn to the ad and, by extension, to Icelandic Glacial Water. This campaign doesn’t just showcase a product but paints a picture of Iceland’s extraordinary landscape and culture, enticing viewers to experience the essence of Iceland for themselves.

The campaign’s success is also evident in the results it has achieved. With record sales reported following the broadcast, Icelandic Glacial Water’s decision to ground its advertising in Iceland’s rich local talent and dramatic scenery has clearly paid off. By allowing local personalities like Ása and Thrainn to tell their story, Icelandic Glacial Water has created a campaign that is both visually stunning and deeply meaningful, earning a response that resonates on an emotional level.