Swiss Senses Campaign by thjnk: Comfort That Begins in the Air
SWISS and thjnk Zurich are launching the SWISS Senses campaign, an international branding campaign designed to bring the airline’s new cabin and service concept to life in an emotional way—with a short film that deliberately plays with expectations.
The SWISS Senses campaign showcases a new travel experience
SWISS is taking off into a new era of long-haul travel with SWISS Senses—and the campaign of the same name, developed by thjnk Zurich, brings this vision to life. The core of the message: The greatest comfort on earth is found in the air. To mark the launch of the new service and cabin concept, an international campaign was developed that includes video content, digital assets, and targeted placements in premium media environments.
SWISS Senses represents a completely reimagined travel experience on long-haul flights. The redesigned cabin features personalized seat types, Human Centric Lighting, and larger screens. This is complemented by an expanded range of services that focuses on comfort, design, and the needs of passengers. Under the slogan «We sense what you need,» SWISS aims to make the time spent above the clouds more comfortable in all classes and in every travel situation.
A film that plays with expectations
At the heart of the campaign is a short film directed by Jonas Vahl. A flight attendant guides viewers through coveted locations—until the perspective shifts and it becomes clear that all of this is taking place not on the ground, but in the air. The narrative is deliberately staged to surprise the audience. It tells the story of Philipp Moog, the distinctive German voice actor who dubs Ewan McGregor.
Stefan Vasic, Head of Marketing at SWISS, says: «With SWISS Senses, we’re taking the travel experience to a whole new level—and that’s exactly what our campaign aims to convey. We don’t just show comfort; we present it in a way that makes you almost feel it.»
The real star of the film is the new cabin. Premium materials, flowing lines, and finely tuned details are presented in a high-quality and elegant manner. Precisely composed shots, carefully placed lighting, and seamless storytelling give the film a modern, serene aesthetic. «Every single shot is designed to highlight the value of SWISS Senses, with a clear focus on aesthetics, precision, and atmosphere,» says Vasic.
International rollout in premium settings
The SWISS Senses campaign is being rolled out internationally and marks the launch of the new offering. It positions SWISS Senses as a logical evolution of the travel experience—and drives home the point that the best place to arrive is sometimes right between takeoff and landing.
Responsible at Swiss: Stefan Vasic (Head of Marketing), Cornelia Zehnder Späth (Head of Marketing Communication Campaigns), Roman Glauser (Project Lead), Kim Vetter (Project Lead), Andrea Laube (Project Lead), Philipp Jacob (Social Media & Influencer Marketing). Responsible at thjnk Zurich: Alexander Jaggy, Pablo Schencke (Managing Director, Creative), Lukas Amgwerd, Lukas Frischknecht (Creative Direction), Johannes Gorsboth, Daniela Bär (Copywriting), Susanna Fill (Art Direction), Lea Scherz, Julien Le Goff (Graphic Design), Andrea Bison (Managing Director, Consulting), Claudia Ziltener, Romaine Brunner, Alena Ellenberger (Consulting), Gordon Nemitz (Managing Director, Strategy), Carole Räber, Fabienne Peyer (Strategy), Benjamin Calcott (Agency Producing). External partners: Czar Film (Production), Jonas Vahl (Director), Daniël Bouquet (Director of Photography), Carlos Font Clos (Editor), Nicke Cantarelli (Colorist), Saskia Wilson (Photography), Cedric Widmer (Digital Tech), Florian Nussbaumer (Executive Producer), Louis von Mallinckrodt (Producer), Nadia Stähelin, Yoni Ben-Zur (Production Assistants), Philipp Junker (Styling), Kératon, Ioannis Sochorakis (Art Department), Sophia Singh (Hair & Makeup), DubDub Studios, Massive Voice (Sound Studio), Postoffice Amsterdam (Visual FX), Filmcrew (Social Media Video Production), Tamino Schnedl, Leonardo Mastrostefano (Video Production and Editing), WPP Media (Media), Antonia Broschat (Senior Manager, Client Leadership), Neetu John (Senior Digital Planner, Implementation), Kristina Misakova (Digital Manager).
