Cannes Lions

Stayathomeweather

FREUNDLICHE GRÜSSE, Zurich / CREATE POSITIVE IMPACT, ZÜRICH SWITZERLAND / 2020

Presentation Image
Supporting Images
Case Film

Overview

Entries

Credits

Overview

Background

“Create positive impact” is an initiative from Switzerland to drive change in society. When it got warmer during spring 2020 and people were tempted to go outside, they wanted to encourage people to stay at home. But people were already tired of listening to rules all the time, so we wanted to reach out to them via the phone and media they use every day.

Idea

We turned the sun icon on weather apps into a virus-symbol. Because we wanted to

show people in an unconventional way that staying at home during the lockdown in

2020 was important. People were already tired of listening to rules all the time, so we wanted to reach out to them via the media they use and consume every day. And introduce them to the importance in a playful way.

Strategy

We wanted to reach especially the younger, outgoing phone-savvy people to engage with our public beneficiary target. We had the thought, that we could persuade people to stay home – through mobile and social. Through PR with Mass media, that would pick up our cause.

Execution

We created a hub from which the news media could download the virus-icon to include in all sorts of weather reports. Whenever the weather was nice, we also placed banner ads on news portals. So we reminded people how important it is to stay at home. To remind people again during the sunny autumn, we brought the campaign back to life during the second wave.

Outcome

Our initiative received a lot of earned media – including from the biggest online news services (as 20min) in Switzerland and on Social Media. Because of its international nature – it is after all visual communication without language, the idea was internationally acclaimed for its effort to stop the spread of the virus. Because of its success, we brought the campaign back during the second wave.