Fjord of Norway. (©Ovsyannikova Ekaterina /shutterstock.com)

To mark what would have been the 150th anniversary of painter Edvard Munch’s birthday this year, Norway’s tourism office has launched a promotional campaign that you could call, well, a scream.

In homage to Munch’s famous painting “The Scream,” the tourism board is inviting fans to submit a clip of themselves screaming to help build the longest video shriek and to win their chance for a free trip to Norway. Cash prizes of up to $5,000 are also available.

“What makes you scream? Share your favorite place or experience with the world.”

The ad, for instance, shows actors oohing and ahhing at the country’s stunning scenery, screaming as thrill-seekers hurtle down a river in a whitewater raft and humming with approval at a lobster meal.

As of January 28, meanwhile, the crowd-sourced version of “The Scream” has lengthened to nine minutes and includes the predictable – fans replicating the painting with hands to their face bellowing out a howl – and the more imaginative, such as the shrill cry of a newborn baby, and a man yelping in pain after being supposedly kicked in the gonads.

As one of the most recognizable and iconic paintings in the world, “The Scream” is widely interpreted as Munch’s depiction of man suffering through the phase of anguish and anxiety.

Details on how to submit a scream can be found at www.visitnorway.com.

The Scream from Norway - Edvard Munch from Visit Norway on Vimeo.