Sheep View 360
Visit Faroe Islands2016
Sheep View 360 is a 2016 online 360-degree content and PR campaign for Visit Faroe Islands, created by Liquid Minds, Copenhagen, with Sansir, Tórshavn.
Why it works
In July 2016, tired of waiting for Google's cars, the Faroe Islands' tourist board fitted five sheep with 360-degree cameras and let them map the archipelago instead. Durita Dahl Andreassen of Visit Faroe Islands uploaded what the animals captured, released 360-degree video that let viewers roam the hills as a sheep, and petitioned Google under the hashtag #wewantgooglestreetview to come and finish the job. It is studied as a model of small-budget destination marketing: one absurd but true image that introduced a little-known place to the world while handing the press a David-and-Goliath story. Google answered within two months, lending a Street View Trekker and 360-degree cameras that residents and tourists could borrow. Made with Liquid Minds of Copenhagen and Sansir of Tórshavn, it won a Gold PR Lion at Cannes in 2017; its entrants reported a budget of about $280,000 and some two billion media impressions.
Techniques
- Humour Tired of waiting for Google's cars, the tourist board straps 360-degree cameras to sheep, an absurd but true image that puts the islands on the map.
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