BIG PICTURE

In 2022, SWISS introduced a new travel class: Premium Economy. More legroom, a larger screen, more sophisticated menus, noise-canceling headphones and more await guests on board. A novelty that the airline wanted to communicate in a big way and, if possible, radiate onto the overall brand as a premium airline. However, pure product benefits are usually less suitable for strengthening a brand in the long term.

CREATIVITY

We turned this supposed weakness into a strength and dramatized the new advantages in the typical SWISS way: understated, elegant and consistently premium. By using onomatopoeia we gave the amenities of the new class the most prominent place in the campaign without becoming sales-y. And the reason for the onomatopoeic hook was itself a benefit: the noise-canceling headphones. 

YEAR

2022