Is Iceland AI-generated?

Icelandair confirms is not! The airline just released a funny new campaign following a conspiracy theorist who’s convinced the entire country is AI-generated. 

 

It’s a clever idea and a smart way to adress our collective anxiety about how blurry the line between real and artificial has become. With Sora producing hyper-realistic videos and Midjourney generating photos that look too good to be true, it’s getting harder and harder to trust what we see online. This campaign plays with that in a really refreshing way.

“If we’re really in Iceland… where’s the ice?” It’s absurd, offbeat, and we love it.

A great piece of work imagined by the social-first agency Kubbco, in partnership with the Icelandic creatives at Hvíta húsið.

 

Bravo! 

December 2025