ASK GUDMUNDUR
THE WORLD'S FIRST HUMAN SEARCH ENGINE
Social, Online Content, Experiential, Outdoor

Iceland’s popularity was starting to damage the very nature people came to see. Our job was to push tourists beyond the overrun “Golden Circle” and into the country’s lesser-known regions. There was just one problem: many of these places were so remote, even Google didn’t know about them. 

So we created Ask Guðmundur — the world’s first human search engine — connecting travellers with real Icelanders who could guide them to the country’s hidden corners. 

And like any good search engine, we scaled. Launching real-world Guðmundur Hangouts and Guðmundur Mobile to bring the experience to life.

The campaign drove 207,183 additional visitors to Iceland’s outer regions, contributing $39.6 million to the economy.

President Obama approved.

Awards:
Euro Effies Grand Prix, 7 Golds, 1 Silver   

North American Effies | 2 Golds
Cannes | 3 Shortlists

PR Week | 'Best In Creative Excellence' ​