Project Overview
Ever wondered how a Swiss is born? 🇨🇭🧊
For Fisherman's Friend, the challenge was to translate the idea of Stay Strong into a story that feels surprising and unmistakably winter. Instead of pushing the product first, we built a visual moment that stops the scroll: a frozen lake, an ice hole cut into the surface, and Swiss Freeskier Andri Ragettli emerging in full ski gear. On-screen text: “How a Swiss is born.” The goal was to create a piece that feels like native content rather than traditional advertising: a memorable and fun visual idea where the brand becomes the punchline. The asset was designed to perform organically while remaining flexible for potential paid distribution.
Goals
All handled in-house: ideation, concept development, planning, shoot organization and filming. The project required translating a simple meme-inspired idea into a winter setup on ice, cutting holes in a lake, balancing safety, storytelling and clear product visibility. The result: a scroll-stopping social asset that quickly gained traction and went viral again (almost 2 million views), proving that a strong idea, executed simply, can travel far beyond traditional advertising formats. Additionally, there will be a Vlog on Youtube.
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