Hvalavinir - For the Love of Iceland
Hvalavinir is an Icelandic environmental nonprofit which name literally means “Friends of the Whales". It was formed through the collaboration of several nature and animal welfare groups with the goal of protecting whale and other marine animals for the benefit of the ocean and future generations.
One of Hvalavinir’s flagship efforts is the For the Love of Iceland campaign that was designed to encourage tourists to experience whales and puffins alive in the wild, instead of on a plate.
Although whale meat is often marketed as an “authentic Icelandic food” 82% of Icelanders have never eaten it and fewer than 2% consume it regularly. In fact, most of it is bought by tourists due to misleading marketing.
Each year roughly 2.5 million foreign visitors arrive in Iceland (more than six times the size of the local population!), making their choices enormously influential.
Although whale meat is often marketed as an “authentic Icelandic food” 82% of Icelanders have never eaten it and fewer than 2% consume it regularly. In fact, most of it is bought by tourists due to misleading marketing.
Each year roughly 2.5 million foreign visitors arrive in Iceland (more than six times the size of the local population!), making their choices enormously influential.
Mission
Our mission was to help Hvalavinir transform their message into a creative, clear animated video that resonated with international audiences - encouraging tourists to choose experiences that celebrate life, not harm it.
Creative Process
Briefing
1.
A crucial part of the briefing was acknowledging that tourists are the primary consumers of whale meat in Iceland, while making sure that the campaign never felt accusatory or confrontational.
We focused on education, awareness, and empathy - sharing important facts and highlighting how vulnerable these animals are.
We focused on education, awareness, and empathy - sharing important facts and highlighting how vulnerable these animals are.
2.
Scenario
We came up with the idea of blending two worlds - above and below the ocean’s surface - to create an emotional connection between humans and marine wildlife.
3.
Animation and Sound Design
From the very beginning, we knew that sound would play a very important role in this animation.
Including real whale songs was a very powerful choice. It helped strengthen the emotional bond with the campaign.
Outcome
The final animation brings together factual storytelling and beautifully illustrated visuals, and communicates a complex message in a gentle, accessible way.
This animation was used on social media, later we also created the winter version that was shown on Elding whale watching boats.
This animation was used on social media, later we also created the winter version that was shown on Elding whale watching boats.
Instagram views (previous average: 3K)
Organic shares
New pledges for ocean protection
60K
300+
200+
When a story moves, people move with it!
Case studies
Digital animation
Hvalavinir - For the Love of Iceland
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