Swisscom: Snowdrawings

Credits & Description:

Title: Snowdrawings
Agency: Heimat
Brand: Swisscom
Country: Germany
Entrant Company: Heimat, Berlin
Advertising Agency: Heimat, Berlin
Production Company: Unit9, London
Chief Creative Officer: Guido Heffels (Heimat, Berlin)
Creative Director: Malte Bülskämper (Heimat, Berlin)
Creative Director: Arne Stach (Heimat,Berlin)
Copywriter: Christine Ramm (Heimat,Berlin)
Copywriter: Franziska-Maria Kaul (Heimat, Berlin)
Art Director: Anja Michel (Heimat,Berlin)
Account Manager: Kathrin Eiglsperger (Heimat, Berlin)
Agency Producer: Alexander Münzer (Heimat, Berlin)
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.
Campaign Description:
Telco provider SWISSCOM is the main sponsor of the Swiss Ski Team. Therefore they were looking for a new way to bring fans and athletes together and to strengthen the unity between them. They wanted to give fans from all over Switzerland the opportunity to support their skiers via the SWISSCOM network.