Icelandair’s campaign message: Iceland is too unique to be faked by AI.The brand created a playful open email to “AI companies” asking them to say no to AI-generated images of Iceland and instead send people to real photos – or better yet, the real place.We turned that message into a moving PR stunt across London and Dublin using three of our Monster Digital AdVans.
Project Goals
- Take the “You can’t prompt Iceland” idea off the screen and into the streets.
- Generate PR-ready imagery of the creative in front of iconic landmarks.
- Provide Icelandair with a content bank for global PR, social and case-study use
Digital Billboard Bikes – City-centre pedestrian loop
- 3 × Monster Digital AdVans carrying Icelandair’s “You can’t prompt Iceland” creative (email visual + Icelandair branding).
- 5 days total split across London and Dublin.
- Pre-planned shot list and schedule to hit key landmarks in both capitals.
Unique reach (estimated)
Applying conservative assumptions for 3-van deployments in high-footfall city-centre locations:
80,000 – 160,000 people
Daily impressions (3 vans):
400,000 – 800,000 people
5-day total impressions:
220,000 – 420,000 people
Estimated unique reach over 5 days:
PR Production & Deliverables
In addition to operating the vans, we provided a full PR/content package:
- On-street PR photography at all key landmarks in London and Dublin
- Short-form video content optimised for social, PR cut-downs and Icelandair’s own channels
- A curated asset gallery delivered to Icelandair’s global PR and social teams
- Route notes and timings for internal and external reporting
The result was a distinctive, sharable stunt that reinforced the “real Iceland vs AI Iceland” message and delivered new content for Icelandair well beyond the five activation days.
