WWPR successfully created a UK national press strategy around the brand’s latest advertising campaign. Iceland’s leading outdoor clothing brand hired an 81 year old Icelandic women to feature in their latest ad campaign. 66°NORTH was founded in 1926 in Iceland with the purpose of making protective clothing for Icelandic fishermen braving the North Atlantic elements. Today 66°NORTH continues to make functional clothing without compromise for all kinds of outdoor activity. According to surveys, 99% of Icelandic homes have at least one item of 66°North products. It has been spotted on the likes of Matthew McConaughey, Beyoncé and Jay Z, Jake Gyllenhaal to name but a few celebrity fans.
