2012 Results

CAT 28 - Public Relations (PR)

SILVER

Leo Burnett Schweiz AG (SWITZERLAND)

Switzerland Tourism, "Horat The Weather Prophet"28-00208-PR
 

Agency (city): Spillmann/Felser/Leo Burnett Zurich

Creative Director(s): Martin Spillmann/Peter Brönnimann

Copywriter(s): Martin Spillmann/Peter Brönnimann

Production Company (& City): Plan B Zurich

Short explanation

The spots with Martin Horat were in all the media: He was on talk- and late-night-shows. The biggest newspaper in Switzerland wrote 8 times about him and the ad. Swiss Television even broadcasted a half-hour report on the sudden fame of Switzerland’s strange weather prophet. Later, animal rights campaigners contacted the Federal Office for the Environment, which as a result insisted that the Client removed the spot from their website because it might encourage other people to sit on anthills. Now the media really got onto the case. Within the space of a few hours, thousands of people had voiced their disapproval of the film banning. The Federal Office reacted immediately, and the film was cleared for viewing again. So this campaign in Switzerland continued to generate an unprecedented amount of press coverage and hundreds of reports in the media – positive reports.

Description

Tourism / Travel Board