SWISSED now comes to Italy, too. The project takes a fresh look at countries’ cultural traits to bring typical Swiss characteristics to a number of European cities
SWISSED, the European project promoted by Swiss International Air Lines, now comes to Italy. The objective is to add a touch of “Swissness” to a number of countries and one of their specific characteristics, to change or integrate it as a sign of appreciation of its qualities and cultural differences, with friendship and a witty touch. Italy is the last stage in the project, which up to now has visited Germany, where the Swiss Guards were stationed to occupy German tourists’ loungers on the beach or poolside; Austria, where the traditional horse-carriage ride was “Swissed”; and the United Kingdom, where the very British art of queuing was turned into a snowy landscape with colourful skiers within the sight of Big Ben. For our country, SWISS has decided to pay tribute to the Italian mamma and her special, unbreakable bond with her children, even – indeed, perhaps above all – when they grow up and leave the nest. What could be greater than a child’s love for its mother, in every corner of the globe? A particularly intense feeling in Italy, where SWISS has decided to add a little extra, a typically Swiss accent, by creating a special event around two flight attendants (who are constantly travelling around the world) and their mothers. The special guest? Chocolate, the quintessential Swiss touch. SWISS will give two flight attendants who work for the national airline the opportunity to thank their mothers – representing all Italian mammas – in a special way. How? With a work of art, a life-size portrait of their daughter. Made of chocolate by one of the most renowned Italian maîtres chocolatiers, Mirco Della Vecchia, the portraits will be delivered to the homes of the two mothers, with their daughters present, with a special surprise effect. The outcome: smiles, hugs and lots of emotion. In addition to the portrait’s enormous symbolic value, the mother and her family will then be given a 10-kg box of chocolate bars to continue on a sweet note, while the chocolate used for the portrait will be donated to charities, because the love to which SWISS pays tribute goes far beyond the family. Once again, SWISS confirms its meticulous attention to detail, because it’s the small things that make the difference. Credits: Swiss International Air Lines
Leave a Reply