Swiss Miss

Hot chocolate as the solution to the summer office tundra.

Swissmas in July

Two advertisement posters on a brick building featuring snowy scenes with miniature model skiers, a large red mug with hot chocolate or coffee, and text about Swiss Miss hot chocolate. The posters promote Swiss Miss in July with humorous ski-related holiday sales notices.
Miniature figurines of skiers and snowboarders on snow, a large coffee mug with people inside, and a laptop with ice, all set against a winter scene with icicles. The text reads: "Because the thermostat has you stuck in Q4" and "Swiss Miss in July."
A humorous scene with a snowy conference table, miniature people skiing and snowboarding on the snow, a large red coffee mug, and a caption that reads 'For when the A/C is higher than your sales quota.' The setting appears to be inside a room with windows, creating a wintery atmosphere.

Phase 1: Strategically place OOH graphics outside office buildings to create subconscious associations between product and situation.

Three images shown. The first and third are vintage-style photos of a woman in a blue dress and a man at an ice-covered office desk, with icy backgrounds and the text "When the AC in the office feels like this..." and "...embrace the AC deep freeze." The middle image is a modern photo of a steaming cup of Swiss Miss hot chocolate with marshmallows and a box of Swiss Miss Hot Chocolate, with the text "...add some Swiss Miss and...".

Phase 2: Entice audiences with a before and after social media series. Highlighting that the office freeze doesn’t have to be torturous with the right cozy companion.

Four people sitting in a cozy office with a rustic fireplace, wood logs, and a sign that reads "Swiss Miss Warmer Corner." They are enjoying warm drinks, and the setting features wooden accents, warm lighting, and large windows with city views.

Phase 3: Partner with wework to save office workers from the icy indoors with a Swiss Miss summer office pop-up.

Client:

Swiss Miss

Tom Finn - Art Director

Noa Elfassy - Art Director

Neel Aery - Copy Writer

Team:

Rebrand the frozen summer office as ‘Summer Sweater Weather' - a unique season that requires unique gear. Through humorous, high-contrast visuals of frozen cubicles and warm mugs, we position Swiss Miss not as a seasonal winter treat, but as an essential tool for surviving and thriving in the 9-to-5 freeze.

Big Idea:

Summer marketing usually ignores a painful reality for millions of workers: the modern office is an icebox. While it is 32°C outside, aggressive air conditioning keeps indoor temperatures frigid.

The result is a jarring daily shock where summer enjoyment stops the moment you walk through the lobby doors.

The Problem:

People are already fighting a secret "indoor winter." We see it in the hoarding of desk blankets, the illicit space heaters under desks, and the ridiculous sight of parkas worn over sundresses. Workers aren't just cold; they are in survival mode, trying to hack their environment to feel comfortable.

Key Insight:

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