SWISS and thjnk Zurich: The Flight Home as a Hero's Journey

SWISS Ice Hockey World Championship Campaign: Longing, Perseverance, and Homecoming

All young hockey talents share the same dream—and that dream initially takes them far away from Switzerland. Because in North America, quite literally, they play in a different league. This is exactly where the new SWISS Ice Hockey World Championship campaign for the 2026 IIHF Ice Hockey World Championship comes in: It tells a story of longing, perseverance, and setting out on a new journey—and of returning home. It was developed by thjnk Zurich for SWISS, which serves as the official airline of the Swiss national ice hockey team and the tournament.

At the heart of the campaign is an emotional film that follows NHL stars such as Roman Josi, Nino Niederreiter, Timo Meier, and Nico Hischier on their journey. The four top players on the Swiss national team appeared on camera in person and, in a series of content pieces, offer insights into their careers spanning two continents. Their story brings them back to home ice this May—and SWISS is there with them.

«David Bowie's »Heroes" Meets Peter Gabriel

The film is driven by David Bowie’s iconic song «Heroes,» performed in an orchestral arrangement by Peter Gabriel. According to the press release, this musical choice is intended to powerfully bridge the emotional gap between wanderlust and homecoming. The film was produced by the directing duo Salsa and the production company Czar.

Widespread coverage on TV, digital platforms, and in stadiums

The campaign runs from May 11 to 31 and will be rolled out on a large scale, featuring TV spots, digital assets across all channels, and a strong social media presence. The campaign is also designed to make an impact on an international audience: The film will be prominently displayed on the LED screens in the stadiums, bringing the story of the Swiss hockey stars directly to the big stage.

The press release goes on to say that with this campaign, SWISS combines athletic excellence with emotional connection. And it shows that sometimes the most beautiful journey is the one back home.

For more information about the campaign, visit https://www.swiss.com

Contact 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), Florence Weber (Project Lead, Sponsorship & Events), Tara Wehrli (Project Lead, Events & Sponsorship), Philipp Jacob (Social Media & Influencer Marketing), Leslie Masek (Social Media Marketing & Community Management). Responsible at thjnk Zurich: Alexander Jaggy, Pablo Schencke (Managing Director, Creative), Lukas Amgwerd, Lukas Frischknecht (Creative Direction), Daniela Bär (Copywriter), Susanna Fill, Alba Dita Rau (Art Direction), Lea Scherz, Julien Le Goff (Graphic Design), Andrea Bison (Managing Director, Consulting), Claudia Ziltener, Romaine Brunner, Lukas Steiner, Patrick Plüss, Max Brunner (Consulting), Gordon Nemitz (Managing Director, Strategy), Fabienne Peyer (Strategy), Benjamin Calcott (Agency Producing). External partners: Czar Film (Production), Salsa (Director), Fabio Tozzo (Director of Photography), Max Paschke (Editor), Julien Alary (Colorist), Anntheo (Photography), Florian Nussbaumer (Executive Producer), Sandy Blum (Producer), Nadia Stähelin (Production Assistant), Arianna Pianca (Styling), Atelier Lomann, Randy Loser, Joel Tweitmann (Art Department), Erica Büsser, Patrick Kästli (Hair & Makeup), DubDub Studios (Sound Studio), Michel Hofmanns (Post-Producer), Postoffice Amsterdam (VFX), Filmcrew (Social Media Video Production), Tamino Schnedl, Leonardo Mastrostefano. WPP Media (Media), Antonia Broschat (Senior Manager, Client Leadership), Neetu John (Senior Digital Planner, Implementation), Kristina Misakova (Digital Manager).