SWISS // #workabovetheclouds

Swiss Airlines was expanding their fleet and commencing a mass recruitment drive in order to hire another
800 Cabin Crew Staff from Germany, Austria and Switzerland into 2016. What we conceptualised was beyond anything they ever could have expected…

The Concept

As a flight attendant you get to both, travel the world and have 
a mobile office with a spectacular view while working...
above the clouds.  

This was a Cabin Crew Recruitment Campaign so we chose to bring this attribute to life and target office employees.

The online film was used as the catalyst in regards to mass awareness in Germany, Austria and Switzerland.


My good friends, the world class Illustration agency Studio Muti, were commissioned to create the illustrations we needed for the Guerilla action. 

Guerrilla: A mobile theatrical play

The guerrilla action launched in Berlin a week before the Swiss recruitment walk-in assessments were taking place. A life size theatrical play that was mobile and guerrilla. Reaching up to 6m tall this play was specifically for employees in office buildings.

The Online Film

...was used as a vessel to generate awareness on targeted social media channels of SWISS, Facebook, Twitter and so on in Germany, Austria and Switzerland. All information about the castings with an aggregated social feed was held in our social hub.


The Results

The Swiss Recruitment Campaign was extremely successful with thousands of applicants received within the target countries.

The Campaign has been featured on Creativity Online, Ads of the World, Creative Criminals, AdAge, Creative Guerilla Marketing and Retweeted globally.  

#workabovetheclouds has become part of SWISS Airlines social language and Brand Architechture. 



Agency: Webguerillas Zürich
Client: Swiss International Airlines
Creative Director: Ryan Daynes
Director: Dominic Repping
Film Production: Its Us Media Berlin
Copywriter: Daniel Gremli
Social Media: Simon Keller
Illustrator: MUTI
Management: Dino Ceccato