#SNOWDRAWINGS

Title#SNOWDRAWINGS
BrandSWISSCOM
Product/Service-
Category E02. Social Purpose
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
Name Company Position
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

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.

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.

The campaign attracted not only the attention of the ski fans, but the whole of Switzerland. As the population of Switzerland is only about 8 million people, the results are remarkable: The campaign film has been viewed over 3 mio. times and in total over 31 mio. contacts were reached throughout the whole campaign. Every third Swiss saw the snow drawings. In addition, the Swisscom network's performance was demonstrated in an impressive and sustainable manner. A skiing World Cup in Switzerland is something very special for all Swiss and they were proud of their personal messages in the snow as well as the incredibly successful results of their athletes. Being part of such a unique work of art creates a very special connection with the Swisscom brand in people's minds.

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.