UBS climbs the Matterhorn in Zurich
An innovative marketing project by UBS brings the Matterhorn to life in Zurich: With a climbable mural spanning over 600 square meters at the Hardbrücke, visitors can not only admire this Swiss landmark but also climb it themselves.
UBS is bringing the Matterhorn to life in the middle of the city with a creative campaign. A huge mural has been created on the Hardbrücke in Zurich: over 600 square meters in size and 18 meters high. It is not only an eye-catcher, but also invites people to join in.
The project is part of a larger campaign with which UBS is showing its commitment to Switzerland. Since March 2025, the bank's debit, prepaid and credit cards have featured five typical Swiss motifs. One of them - a print of the surface of the Matterhorn - has now been implemented as an interactive climbing image.
The special feature: There are several climbing routes on the painting, including one for children. Certified instructors ensure safety and accompany the participants.
The musicians from Opération Zéro performed at the opening on August 15, 2025. There were also climbing demonstrations by Petra Klingler, former world champion, and Shahin Häller, current Swiss speed climbing champion. Raclette, a mountain fountain and various activities also brought a Zermatt atmosphere to Zurich.
The campaign is already attracting a lot of attention in the media and on social media. Particularly popular: souvenir photos at the Hörnli hut - where the original print for the card design was made.
The mural will be open to the public free of charge on August 29 and 30, 2025 from 2 p.m. to 8 p.m. In addition to the climbing events, there will be music, food trucks and speed climbing shows. Information on weather-related changes can be found at ubs.com/maps-like-switzerland.
Responsible at UBS: Aydin Sahin, Sonja Kingsley-Curry, Anne-Martine Beck, Pascal Baumann, Jan Haering, Simon Bietenhader, Naomi Bechtold, Mehmet Odabas, Mathias Kunz, Anja Stofer, Annabel Klein, Annina Speich, Daniel Crespo, Ivan Tognini, Yvonne Birrer (Marketing), Topsy (Mascot), Rahel Metin (Client Needs), Igor Moser, Cécile Rietschi (Corporate Communications).
Responsible for the partners: Daniel Luggen (Zermatt Tourism), Wolli (Zermatt Tourism mascot), Sara Gertsch, Nadine Rieder (Matterhorn Gotthard Bahn), Andy Arnold, Fabian Bane Florin, Onur Dinc (Wand AG), Tobias Sieber, Elias Kunz (Kletterfabrik), Adrian Ryser, David Bär, Corinne Husmann, Nadine Rupprecht (JEFF Zurich), Andy was Right, Marcel Huber (Andreas Messerli AG), Ben Schütz (Welti-Furrer), Urs Ramsauer, Marcel Baumann (APG|SGA), Matthias Meihofer (Visa).
