Swiss International Air Lines (SWISS) is introducing a new safety video providing key instructions from people in various locations around Switzerland. It will premiere on the company’s first Airbus A350.
Engaging characteristic ‘Swissness’ and emotion, it replaces an animated safety video that is now more than 10 years old.
Safety-relevant information for the flight ahead is embedded in a story of a journey through Switzerland. Real people and impressive Swiss landscapes are used to attract the passenger’s attention and communicate key messages.
The new safety video features original graphics of icons and aircraft safety-onboard cards, to ensure that the messages communicated are as clear as can be. Additionally, relevant safety actions are demonstrated by the cabin crew.
The story in the new SWISS inflight safety video is of a young woman who is about to revisit her native Switzerland. Preparing for her flight in her New York home, she recalls memories of previous Swiss travels: hiking in the Alps, road trips through magical landscapes and visits to Zurich and Geneva.
The new video has a timeless dimension. Thanks to its modular structure, updates can be integrated if required.
Since the specific safety details for each type of aircraft in the SWISS fleet are included in graphic form, the video can be shown on all aircraft types with appropriate modifications.
Visually and conceptually, the video is also closely aligned to the new SWISS Senses long-haul air travel experience.
The film was produced by Mcqueen Films. In addition to co-developing the creative concept with Spafax Studio, Mcqueen Films managed on-the-ground production, coordinated the shoots with local expertise and ensured that logistics ran smoothly while maintaining close collaboration between the director, cinematographer and crew.
Spafax Studio served as executive producer and managed post-production. In collaboration with SWISS, Spafax ensured that the video met aviation safety standards while remaining true to the airline’s brand identity.
Jonathan Gilbert, Creative Director at Spafax Studio, said: “Impressions, scents, sounds and colours have the power to transport us to another place and time. We wanted to create a film that conveys a sense of longing for Switzerland – sparked by memories our protagonist shares with family, friends, cities and landscapes.”
Stefan Vasic, Head of Marketing at Swiss International Air Lines, said: “The safety of our guests is our top priority. With the new SWISS Safety Video, we want to deliver these important instructions as clearly and understandably as possible, while also creating a contemporary visual experience that captures attention and leaves a lasting impression.”
The safety video will premiere on the delivery flight of SWISS’ first Airbus A350 from Toulouse to Zurich. Over the course of the winter season, it will be rolled out across the entire SWISS fleet.
Heike Birlenbach, Chief Commercial Officer at SWISS, said: “With our new video we’re both breaking with our familiar communications and combining safety and Swissness in a unique new way.
“By putting a particular focus on close-ups and special moments, we accompany the main character through her memories of all the places she has been. So the video captures both Switzerland’s ambience and our SWISS brand identity, while still retaining all the vital importance of its safety instructions.”
Oliver Buchhofer, Chief Operating Officer at SWISS, commented: “We want our passengers to not just see and hear our inflight safety instructions. We want to ensure that they really understand them, too, and can recall them should they need to.
“Whether we’re telling them how to use their seat belt, when to stow their electronic devices, where the emergency exits are located or how to put on the life vest or the oxygen mask, we want to convey all this key information clearly, understandably and as impactfully as possible. And our new video’s real-life scenes that appeal strongly to the emotions will really help us do so.”
