This Is Not AI. This Is How You Build a Full Funnel.

The Challenge

Audience research uncovered a striking insight: Iceland's real landscapes were being dismissed by travellers as AI-generated. Rather than ignore the scepticism, Launch and Icelandair built an entire campaign around it.

The Strategy

"This Is Not AI" (TINA) called out the doubt directly, using self-aware creative and humour to rebuild trust and invite audiences to look closer.

Execution and Innovation

Running across Meta and YouTube for upper-funnel awareness, TINA was supported by the Expedition humour campaign and a remarketing layer that converted engaged audiences lower in the funnel.

Results

The campaign reached 57 million people, generated a total ROAS of 8.64, and produced $13.7 million in revenue — more than double the platform ROAS target. Upper-funnel investment drove a 22% improvement in remarketing conversion rates, exceeding the 10% objective.

Judge's Verdict

"Rooted in qualitative research and genuine human insight — a distinctive creative concept that turned a potential audience barrier into a bold, culturally relevant hook."

"Highly effective mid- and lower-funnel optimisation alongside a seamless integration of awareness and remarketing."