No Drama | Strategy Safari

Richard Huntingdon calls the case studies he spots ‘Strategy Safari’. I thought this spot with Roger Federer and Robert De Niro would be a fine opening chapter to start my own library.

This was sent to me by my mum, who is not in advertising.

You know a piece of work is doing something right when someone outside the industry asks you to take a look.

Let's backfit the brief from this fun spot from Tourism Switzerland.

🎯 Challenge:

As the world opens up after coronavirus, Europeans will be heading to the conventional holiday destinations France and Spain and overlooking Switzerland, which is seen as a boring place or no more than a skiing destination.

💡Insight:

Excitement and adventure often come with a cost: drama, conflict, and extra expenses on your holidays. What Switzerland lacks in typical 'excitement', it makes up for in drama-free traveling, which is valuable for a lot of people after a particularly dramatic year.

🚀 Solution:

Reframe Switzerland as the drama-free holiday destination.