| Title | #SNOWDRAWINGS |
| Brand | SWISSCOM |
| Product/Service | - |
| Category |
B03. Experience Design: Multi Platform |
|
Entrant
|
HEIMAT Berlin, GERMANY
|
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
|
Production
|
UNIT9 London, UNITED KINGDOM
|
|
Production 2
|
WHO'S MCQUEEN PICTURE Zürich, SWITZERLAND
|
|
Additional Company
|
TORBEN, LUCIE UND DIE GELBE GEFAHR Berlin, GERMANY
|
Credits
| Guido Heffels |
HEIMAt, Berlin |
Chief Creative Officer |
| Arne Stach |
HEIMAT, Berlin |
Creative Director |
| Malte Bülskämper |
HEIMAT, Berlin |
Creative Director |
| Christine Ramm |
HEIMAT, Berlin |
Copywriter |
| Franziska-Maria Kaul |
HEIMAT, Berlin |
Copywriter |
The Campaign
For the World Ski Championships 2017 in St. Moritz, SWISSCOM connected fans and athletes in a way like never before: digital fan messages were transformed into a giant snow drawing to motivate the skiers. The snow drawing had the size of 16 football pitches and was visible to the athletes on site. Through this new way of cheering, Swiss athletes felt the support of the whole country.
Creative Execution
Through tweets and on the campaign website fans could submit motivational messages for the athletes. The fan massages were transformed into a digital artwork by specialized artists. A uniquely developed font made it possible to draw the messages in one continuous line. Finally, web-controlled snow robots plowed the artwork into a vast canvas of untouched snow, creating a giant love letter from the fans. It took several days to complete the drawing which covered 20 km of messages and was equivalent to 16 football pitches in size. Due to this enormous size, the image could be seen by the skiers before their downhill races and made them feel the support of the whole country.