What starts as mostly ooohs and ahhhhs builds up to a scream in VisitNorway's latest marketing effort which is in celebration of the birth of artist Edvard Munch 150 years ago.
The campaign kicks off the Year of Munch in Norway and the idea is for consumers to watch a film and add their own 'scream experience', just a few seconds in length, to help the tourism organisation create the longest scream between now and February 28.
Best entries will be rewarded with a gift card for up to £3,200 for travel to and within Norway and there are also smaller prizes for 'scream of the day' announced via the destination's Facebook page.
Here's the film: