Title	SEATS FOR SWITZERLAND
Brand	SWISS INTERNATIONAL AIR LINES
Product/Service	AIRLINE
Category	A03. Storytelling
Entrant Company	PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Advertising Agency	PUBLICIS COMMUNICATIONS SCHWEIZ Zürich, SWITZERLAND
Production Company	MILCHSTRASSE Ludwigsburg, GERMANY

Name	Company	Position
Thomas Wildberger	Publicis Communications Schweiz	Chief Creative Officer
Urs Schrepfer	Publicis Communications Schweiz	Creative Director
Wim Roelfs	Publicis Communications Schweiz	Creative Director
Daniel Ahrens	Publicis Communications Schweiz	Art Director
Norihito Iida	Publicis Communications Schweiz	Art Director
Christian Schirmer	Publicis Communications Schweiz	Copywriter
Anatole Comte	Publicis Communications Schweiz	Graphic Designer
Sandro Ducceschi	Publicis Communications Schweiz	Programmer
Cem Van Der Schaar	Publicis Communications Schweiz	Head Of Tv
Benjamin Kaegi	Publicis Communications Schweiz	Art Buyer
Simon Grasser	Publicis Communications Schweiz	Head Of Digital
Tiago Dias	Publicis Communications Schweiz	Head Of Development
Candido Righetto	Publicis Communications Schweiz	Senior Brand Director
Lena Jaggi	Publicis Communications Schweiz	Brand Director
Sabrina Anding	Publicis Communications Schweiz	Brand Director

Creative Execution

At the beginning of the campaign there was a simple question: Who do you miss most in the world and why? We posed this question through a variety of channels across Switzerland: In phase two, each story was published on a microsite. On there users were given the opportunity to vote for the best 300 stories and decide who would win one of the 300 SWISS tickets. In phase three, six of the stories were captured on film by six different directors. They created six very different documentaries that show just how emotional a reunion can be.

The reactions were breathtaking. A total of 4756 stories was entered that generated over a million sessions, resulting in 1,6 million page views from 779.328 individual users. Switzerland was involved with SWISS again. Swiss Television was also inspired by Seats for Switzerland, producing the series Mission Surprise. In 11 episodes, expatriate Swiss people around the world were surprised by their friends and family. Seats for Switzerland not only brought people together – it also stirred up emotions across the country. And Switzerland once again fell in love with SWISS.

Reestablish the trust and emotional bond between the Swiss population and SWISS that were lost when the airline was grounded and sold to Lufthansa. To achieve this we launched the 'Seats for Switzerland' campaign. The idea: SWISS brings people together – people who live far away from one another and have not seen each other in a long time. As a gift, SWISS hands out 300 tickets for the best reunion stories.