ICELAND. Reykjavik. 2007. In downtown Reyljavik, at the nightclub NASA, a young man checks his sms messages under an environmentalist banner. He is attending a benefit - awareness-raising concert against industrial expansion, dam building, and the aluminium industry on Iceland. The concert was organized by Saving Iceland, a loose grouping of environmental activists from Iceland and abroad. Several big names in Icelandic music were playing, including "Mum."