A campaign about home, connection, and coming home. ANNTHEO photographed Swiss NHL stars for SWISS.
As the official airline of the Swiss national ice hockey team, SWISS staged the return of the national players, who were playing abroad (primarily in the NHL), to Switzerland as an emotional "hero's journey." SWISS ensured optimal travel comfort so that the stars arrived rested and ready to take advantage of the home ice advantage.
For the current SWISS campaign for the Ice Hockey World Championship, Roman Josi, Nino Niederreiter, and Timo Meier posed for the creative duo ANNTHEO – three players whose journeys have taken them to the NHL and who returned to Switzerland for the tournament.
The campaign's tagline is: "Home advantage begins with the flight home," emphasizing that your journey starts the moment you leave home. And what better way to travel than with SWISS – and not just for Swiss citizens?
The campaign was developed by the renowned agency thjnk Zurich, with creatives Alexander Jaggy, co-founder and Chief Creative Officer, and Pablo Schencke, Executive Creative Director. Creative direction for the campaign shown here on gosee.news was provided by Creative Directors Lukas Frischknecht and Lukas Amgwerd, along with Art Directors Susanna Fill and Alba Dita Rau.
Incidentally, Finland won the gold medal at the 2026 IIHF Ice Hockey World Championship. The Finns defeated Switzerland in a thrilling final. 1-0 after overtime. The decisive "golden goal" was scored by rising star Konsta Helenius.
In addition to posters and emotional short films shown on television, in cinemas, and on social media, the campaign included a major interactive fan promotion called "SWISS Ice Scratching." Fans could actively participate in this digital contest and win prizes throughout the tournament, further fueling the excitement in Switzerland.
The Ice Hockey World Championship campaign builds visually and tonally on the long-term global brand platform "Swiss all the way," which the airline launched in autumn 2024. This platform also emphasizes typical Swiss service quality and seamless passenger care from departure to arrival with cinematic, warm imagery.
Post-production was handled by TREY.
