Switzerland Tourism Print Horat The Weather Prophet by Leo Burnett Zurich

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Horat The Weather Prophet

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Industry Destinations (Countries & Places)
Media Print, Magazine & Newspaper
Market Switzerland
Agency Leo Burnett Zurich
Director Xavier Koller
Art Director Dana Wirz
Production Plan B
Released July 2012


Epica Awards 2012
Public Relations Public Relations Silver

Credits & Description

Category: Travel, Tourism & Leisure
Product/Service: TOURISM BOARD
Creative Direction: Martin Spillmann/Peter Brönnimann (Spillmann / Felser / Leo Burnett)
Copywriters: Martin Spillmann/Peter Brönnimann (Spillmann / Felser / Leo Burnett)
Art Director: Dana Wirz (Spillmann / Felser / Leo Burnett)
Producing: Hc Vogel (Plan B Zurich)
Director: Xavier Koller
Media placement: TV Spot (2pc) - CH, D, F, I, NL, UK, USA - 15. October 2011
Media placement: Website - Http://www.myswitzerland.com/en/wintervacation/the-Sunniest-Winter-In-The-Alps.html - 20. December 2011

Summary of the Campaign
A campaign in Switzerland continued to generate an unprecedented amount of press coverage and hundreds of reports in the media – positive reports.

The Situation
The new international winter campaign by Switzerland Tourism centres itself around weather prophet Martin Horat.

The Goal
Promote Switzerland as a winter destination with lots of snow.

The Strategy
We internationally aired spots with Martin Horat, a real (and somehow unusual) weather prophet: Twice a year the Muotathaler weathermen forecast the weather for the coming 6 months, on the basis of observations from nature. He predicts the weather for the next months by observing the ants and smelling/tasting snow.

We've worked with Martin Horat ,a real life weather prophet from the Muotathal, a municipality in Schwyz District in the canton of Schwyz in Switzerland. Xavier Koller the Director of the Film is also from the region. Martin Horat analyses the forthcoming winter season by observing ants - as when they tend to have bigger thighs 'just like ski racers' it promises to be a winter with heaps of sun and snow.

Documented Results
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.