The aim of the project is to offer an outstanding exhibition of contemporary art from all over the world in Djúpivogur, a fishing village of only about 400 inhabitants located on the east coast of Iceland, raising the cultural value of the whole East Iceland area and offering a valuable addition to art-lovers living in, or traveling through, Iceland´s country side. A side product of the project is the international recognition Djúpivogur gets within the art community and jobs created in Djúpivogur e.g. for artists, program manager, graphic designers, electricians and carpenters.

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Djúpivogur municipality has adopted the ideology of Cittaslow and became a member of the association in 2013, the first municipality in Iceland to do so. Cittaslow is an international organization of towns and municipalities that focus on the authenticity of products, good food based on the slow food philosophy, rich and fascinating local craft traditions, and the protection of the environment together with the joy of slow and quiet living on a daily basis. By adopting the Cittaslow philosophy, Djúpivogur aims to further strengthen its ambitious agenda of emphasizing human values, promoting the local uniqueness, improving environmental quality, conserving nature and cultural heritages and supporting eco-friendly businesses. Raised on these foundations, Djúpavogshreppur seeks to create an interesting community for residence and local business development as well as a more attractive visiting site for guests. Based on the ideology of Cittaslow and the goals of the municipality, Djúpivogur takes part in the Rolling Snowball joint project.

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The municipality wants to be an active welcoming community suitable for all venues. With this project Djúpivogur and CEAC offer first class contemporary culture to the inhabitants of this small community, who mostly would not go to exhibitions of this grade - thereby widening their horizons and opening up new opportunities, and the exhibition offers great recreation to travelling tourist, who are amazed to find an exhibitions of this standard in the village. Taking on a project of this size is quite a challenge and relies on good cooperation between the project partners, which has been the case between Djúpivogur and CEAC.

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The Rolling Snowball is now rolling in Djúpivogur for the fourth time and has by now received quite a recognition. Social media is interested in the project and publishes articles on the proceedings each year and the exhibition is advertised in endemic and regional papers as well as with posters and flyers in art venues/galleries and tourist information offices over the country.

Last year´s exhibition received the Cultural Award of the Association of Municipalities in East Iceland and was nominated for Eyrarrósin (an award granted each year to an outstanding cultural project in the Icelandic countryside).