Challenge
Swisscom is the main sponsor of Swiss-Ski. They wanted to create a unique connection between fans and athletes at the Alpine World Ski Championships 2017 in Switzerland.

Solution
We enabled ski fans to motivate their team in a new way. The Fans submitted messages on the campaign website and by social media posts with #snowdrawings. These messages were then transformed into a giant piece of snow art.

Specialized artists designed a font that made it possible to draw the messages in one continuous line. Web-controlled snow robots drew the messages into the snow. The drawing covered 20 km of messages and equalled 16 football pitches in size. The robots were hacked to write the letters extremely accurate and were equipped with a GPS that is 15 times more precise than regular GPS. Thanks to this accuracy, the fan messages were also legible for the skiers before their downhill races. Within days the snow drawing became talk of town and was seen by every third Swiss.

Director: Humbi Entress
Production Company: Who's McQueen, Zürich
Digital Production: UNIT9, London
Agency: Heimat, Berlin