Swiss and Publicis bring the sun to Zurich
With a sensational campaign in Zurich's main train station, the airline Swiss and its agency Publicis are whetting the appetite for sun and travel.
The Swiss midlands almost traditionally sink under a thick cloud of fog or snow at the beginning of the year, which also makes January the month with the least sunshine of the year. This cold and wet weather is ideal for awakening people's desire to travel. After all, in other places around the world, the sun is shining right now. To remind people of this and inspire them to travel, Publicis has conjured up an entire sunny sky in Zurich's main train station - in the form of a large installation. An LED sphere with a diameter of 2 meters was suspended in the hall and a large cloth made of "feather silk" was placed underneath. Feather silk is the lightest fabric in the world, and so the 170-square-meter cloth weighs just 845 grams. Even a small breeze is enough to make it float in the air. Fans have been sunk into a platform on the floor, giving the cloth cloud-like movement. And below the hall ceiling, light emitters were placed, which project light moods of tropical destinations onto the sunny sky.
The fact that such a summery mood can make the freezing people in snowy Zurich happy was evident immediately after the installation was set up on Instagram, Facebook and on site itself. Within a very short time, dozens of photos were posted and almost everyone in the station concourse took a few minutes to enjoy the sun and take a few photos of the installation. At #flyswiss or Facebook.com/flyswiss you can see the pictures and until Thursday evening you can still admire the sunny sky "live" in the HB. The campaign was advertised on a cover page in 20 Minuten, on the weather page of 20 Minuten, in banners and on digital posters around the station.
Responsible at Swiss: Bernhard Christen (Head of Marketing), Judith Schulte (Head of Marketing Communication Campaigns), Cornelia Späth (Manager Campaigns), Philipp Schad (Manager Campaigns/Brand PR). Responsible at Publicis: Patrick Suter, Michael Brauchli (Creative Direction), Marvin Hugentobler, Anatole Comte (Art Direction), Dominik Locher (Graphics), Sandro Looser, Flavio Alraun, Anna Magnaguagno (Consulting), Thomas Wildberger (CEO). Responsible at Prodigious: Sarida Bossoni (Art Buyer / TV Producer), Stefan Rüegg (Head of Video Production), Pierre Copsey (Video Producer). Partners: Auviso (Technical Partner), APG|SGA (Promotions Partner), Lichtwerk GmbH (Electrical Partner).
