This isn't AI (TINA) - Launch x Icelandair

Launch was appointed to grow Icelandair's digital performance across key European and North American markets.

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. 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. 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.

The results demonstrate the commercial power of a properly structured full-funnel strategy. The campaign reached millions of people across several international markets, maintaining a highly efficient CPM. Most importantly, the investment drove a 40% improvement in ROAS (rising from 19.67 to 27.46), proving that awareness did not dilute performance but instead supercharged it. Efficiency held as the campaign scaled, proving that earning trust at the top of the funnel is the most durable way to drive performance at the bottom.