Visit Greenland’s brand film Greenland Goggles 2.0 – See Greenland Through Local Eyes has received double bronze in the categories Marketing, Advertising & PR: Branded Content and Video Ad Long Form at this year’s The Lovie Awards, which celebrate digital creativity and innovation.
The film is highlighted for its authentic storytelling, showcasing Greenland through local eyes and reflecting Visit Greenland’s 10-year strategy Kalaallit Nunaat – and all that we share.
The Lovie Awards honour and recognise the actors shaping digital development in Europe, focusing on creativity and communication across digital platforms. The film is recognised for its ability to let viewers experience Greenland from a local perspective—where travel is about understanding rather than merely seeing—by putting on the “Greenland Goggles.”
Inspired by the Inuit snow goggles—the world’s oldest form of sunglasses—Greenland Goggles 2.0 is based on the idea of experiencing Greenland through local eyes. Greenland Goggles 2.0 is about seeing, hearing, and feeling Greenland with authenticity and respect for one’s surroundings. The recognition demonstrates that stories rooted in Greenlandic values—calmness, authenticity, and connectedness—resonate internationally. It represents a different way of branding a tourism destination, where Greenland Goggles 2.0 challenges conventions in the travel industry by communicating a feeling rather than consumption.
Greenland Goggles 2.0 is founded on the same values as Visit Greenland’s 10-year strategy Kalaallit Nunaat – and all that we share, which focuses on tourism developed in collaboration with local communities and in balance with nature and culture. The film translates this strategy into practice by putting local voices and perspectives at the centre and showing Greenland as it is experienced from within.
“We are proud that Greenland Goggles is being recognised for exactly what we want to show the world: that tourism in Greenland is based on local values and community—with respect for nature and culture. This recognition emphasises that this approach gives Greenland a clear and respected profile in international tourism,”
says Anne Nivíka Grødem, CEO, Visit Greenland.
Visit Greenland thanks everyone who voted for the film. You can see the film here: Greenland Goggles
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