Izzy refutes gender stereotypes with branded video for Helvetic Airways

The dream job of pilot is still firmly in the hands of men. With a branded video, Izzy and Helvetic Airways want to make sure it doesn't stay that way.

In the video, third graders are given a seemingly easy task: The primary school pupils are asked to draw people who work for the fire department, work for the police or fly an airplane. Of the 75 drawings, only one shows a woman. The firefighter, pilot and policewoman then enter the classroom - and prove to the perplexed children that the choice of profession has nothing to do with gender.

Helvetic Airways is the Swiss airline with the highest proportion of women - and is always on the lookout for new talent. The video effectively conveys Helvetic's values and, within a few days, collected over 56,000 likes, comments and shares as well as more than 680,000 video views on Facebook and Instagram. "We are being approached about the video from all sides and are impressed by what this type of brand communication triggers," says Helvetic CEO Tobias Pogorevc.

Izzy connects brands with people for its clients and relies on branded videos. The focus is always on an editorially developed idea that effectively conveys the client's strong message or attitude on the social web. By integrating logos into the video and tagging customers in the social posts, the aim is to ensure optimal branding and transparency for the user.

Before each release, Izzy uses eye tracking, brain activity measurement and emotion analysis in its in-house neurolaboratory to test whether the branded video really achieves the desired effect.