Agency: Publicis Zurich
Brand:  SWISS
Year:   2020

How to convince GenZ to choose a profession that just isn’t on their radar?

There are a lot of misconceptions about becoming a pilot: it not only comes with a lot of clicheés, many young people think they are lacking the physical, mental or emotinoal skills to even take on the challenge. Our approach was to make the profession of a pilot a bit more tangible - bringing it closer to the reality of GenZ-ers. Resulting in a sizeable influx in applications across our target audience for becoming pilots.