#TimeForABreather

You haven’t travelled, you’ve been stuck indoors working from home, and you’ve been taking the same old walk around the block for the past year. Sound familiar?

Time For A Breather is a campaign to promote travel from London to Switzerland.

Why

Alpine tourism in Switzerland has completely declined due to Covid-19 travel bans and restrictions, causing a declined economy and hundreds-of-thousands of lost jobs. MySwitzerland tourism board use the brand goals ‘Dream and Decide’ to attract visitors, and now more than ever, visitors are needed to boost their tourism industry again.

Who

Working Londoner’s aged 20-40 who have been locked-down throughout the pandemic, not travelling or able to experience nature whilst stuck in the polluted city. They want to travel safely when it is permitted again, choosing to take a holiday to a natural location, avoiding cities and heavily populated areas.

How

An experience campaign for MySwitzerland in London, which provides Londoner’s with an actual feeling of Switzerland, that they could enjoy further by visiting. Creating a sensorial experience which highlights the contrasts between their mundane everyday, and the fresh outdoors of Switzerland, aiming to persuade the audience to visit.

Concept project completed at university, self initiated brief. Swiss location images and logo credit: MySwitzerland 2020.

As soon as the audience steps into the tube carriage they are hit by a wave of fresh alpine air, rather than the usual London stuffiness.

The audience is immersed into a sensorial animated experience, based on a traditional zoetrope concept. Illustrative boards with lights placed at window height in the Jubilee Line, combined with the train motion, creates a moving image seen from within the tube carriage.

This short experience of Switzerland — breathing the alpine air, hearing calming Swiss sounds and seeing mountains pass by their window — leaves the audience wanting more and persuades them to visit the MySwitzerland site.