Focuswater and Rosarot focus on focus and emotions
To mark the 2025 FIS Freestyle World Championships, Focuswater is launching a campaign featuring four Swiss professional freestyle athletes. The collaboration with the Zurich-based agency Rosarot focuses on combining big, emotional moments with a focus on what really matters.
Focuswater's new campaign accompanies the 2025 Freestyle World Championships in St. Moritz. The focus is on the athletes Nicolas Huber, Pat Burgener, Saskja Lack and Colin Wili, who are fully focused at the start and whirl spectacularly through the air. "Freestyle sport is a perfect fit for the Focuswater brand, because it combines great ambition, performance and lots of fun," says Marianna Länsitalo, Head of Brand Management Communication & Digital at the Rivella Group.
Focus as the centerpiece of the campaign
Focusing is not particularly emotional at first. "But everyone needs focus so that we can cheer, laugh and experience great things," says Matthias Koller, Co-CEO at Rosarot. The campaign message with lines such as "Macht Fun. Needs Focus." or "Power Free. Needs Focus" gets by without a lot of words. "The greater the divergence between the emotional word and the word focus, the better the headline," says Franz Neugebauer, copywriter in charge at Rosarot. Focus makes the difference between victory and defeat in sport - be it at the decisive moment at the start or during the competition. "The theme of focus naturally fits perfectly with our Focuswater brand," says Carla Christen, Brand Manager at the Rivella Group.
Shooting on the glacier
The campaign was shot on the glacier in Saas-Fee back in October. In addition to classic advertising subjects, additional social media content was also created - produced flexibly, even away from the slopes: "Thanks to flexibility and good planning, additional social media content was created in the village and even in the athletes' homes on the days when we couldn't shoot on the slopes due to bad weather," says Niels Niemann, Digital Manager at the Rivella Group.
The campaign with the message "Macht Fun. Needs focus." can be seen nationally on the usual digital channels and specifically at selected locations on DOOH and OOH on the way to the 2025 FIS Freestyle World Championships.
Responsible at the Rivella Group: Angelika Leemann (Co-CMO), Marianna Länsitalo (Head of Brand Management Communication & Digital), Carla Christen (Brand Manager), Niels Niemann (Digital Manager), Alper Kaya (Digital Manager), Kevin Bieri (Digital Manager). Responsible at Rosarot: Matthias Koller (Creative Direction, overall responsibility), Alessia Togni (Consulting), Anna Leudolph, Franz Neugebauer (Concept/Text) Marcella Narvaez (Art Direction), Fabio Montefiori, Claire Hulla (Realization/DTP). Production: Lara Lienhardt, Out of Order, Sven Probst cinematography, Flavio Karrer, photography, Patrice Gerber, 3D animation.
