Because of Covid-19, the tourism industry is in the biggest crisis since World War II. As the infection figures decline worldwide, Swiss tourism needs a loud awareness campaign that both hits the nerve of the time and at the same time puts Switzerland as a vacation destination back on the bucket list of people with wanderlust.

Switzerland Tourism invites to an intimate conversation between two stars: Oscar winner Robert De Niro and tennis maestro Roger Federer. Federer wants De Niro to star in his promotional film for Switzerland. De Niro refuses, because Switzerland may be lovely, impressive and fantastically beautiful, but there is neither danger nor drama here. These are precisely the elements that are so central to De Niro's work.

But drama, in the face of Covid-19, is what we want least of all at the moment. Because if you need a vacation without drama, you need Switzerland. Unless, of course, you're Robert De Niro.

By Covid 19, the tourism industry was down and the world was in a drama every day. We wanted to serve the need for a drama-free place. Switzerland is such a place - everything is clean, every train comes on time, there are no poisonous animals and everything can be relied upon.

The film was published on Roger Federer's social channels, where he already has a large audience, and distributed on Youtube. Together with media releases in all major media and especially in travel magazines.

The film goes around the world and reaches 100 million views, 52 million on YouTube alone. On YouTube, the film is the seventh most watched ad of 2021 worldwide, according to the Global Cannes YouTube Ads Leaderboard.