Cannes 2017

ALL THINGS TBWA AT THE FESTIVAL OF CREATIVITY

"#Snowdrawings"
Swisscom
HEIMAT

HEIMAT and Swisscom helped fans cheer on Swiss competitors by creating a huge snowfield full of carved tweets, at the Alpine World Ski Championships in St. Moritz.

The campaign saw 3,500 fan messages, submitted via Twitter with the hashtag #snowdrawings, transformed into a gigantic work of snow art. Specially engineered web-controlled snow robots created the lettering alongside portraits of the ski stars, which were designed as one-line drawings to make it possible to draw them in a single continuous line. It took two days to complete the design, which was equivalent to around 16 soccer pitches in size and could be seen from two miles away.