For many years, Swiss International Air Lines Ltd has used the Lauberhorn Races as the perfect
opportunity to connect with its target group and celebrate the bond between Switzerland, the
mountains and skiing. Until now, this could only be enjoyed by the live audience at the event. Now,
however, a new film from SWISS allows people in Switzerland and the world over to get in on the
action and experience the unique, historic event up close.
Together with SWISS, Foundry and Kids wanted to develop an idea that would take the story of the
Lauberhorn Races to the next level for their target group – and they did this with the help of an
unusual viral film.
360° films are a largely underutilised medium. For this project, Foundry and Kids harnessed their
potential and, together with film production company Feit, succeeded in setting new standards in this
genre. “That SWISS shared our vision is testament to their courage and pioneering spirit, also when it
comes to communication. The Patrouille Suisse’s involvement was also a massive bonus for us,” says
Sacha Moser, founder and Creative Partner at Foundry. Thanks to state-of-the-art camera technology,
the audience experiences the rich history of the Lauberhorn Races in a unique, carefully structured
format: the film begins with breathtaking mountain panoramas, catching the audience’s attention right
from the outset. Next comes the pièce de résistance: an air show with the Airbus A321 and Patrouille
Suisse. The audience has the unique opportunity to see the action from the cockpit – cameras on
board the Airbus and one of the Patrouille jets highlight just how spectacularly and precisely the
planes fly in formation through the Wengen mountains. Viewers are then transported from the
passenger jet cockpit into the goggles of a skier, who continues the Lauberhorn story through
Hundschopf and Minschkante right up to the finish line and its crowds of spectators. The entire story
can be viewed from every conceivable perspective time and again, always revealing something new to
discover. Viewers will feel as though they’re right in the thick of the action, flying, skiing and
celebrating in the heart of it all.
No less than four 360° camera kits (each with 6–10 GoPros) were used in filming, set atop jets,
helmets, cables, skiers, helicopters, drones and much more – a technical challenge which ultimately
reflects SWISS's innovative leadership. “We wanted our first 360° video to be truly special, a break
from conventional ways and means,” says Marco Brütsch (Marketing Communications Campaigns
Manager at SWISS), adding: “We were particularly pleased that we could offer the audience a unique
insight into our involvement in the Lauberhorn Races, both in terms of technology and content. And we
were also able to reflect SWISS’s passion for unique and innovative ideas.”
tors. 28 jan 2016, 10:30