Swisscom helped fans cheer on Swiss competitors by creating a huge snowfield full of carved tweets, at the Alpine World Ski Championships in St. Moritz.
The campaign, by Heimat and production company Unit9, saw 3,500 fan messages, submitted via Twitter with the hashtag #snowdrawings, transformed into a gigantic work of snow art. Specially engineered web-controlled snow robots created the lettering alongside portraits of the ski stars, which were designed as one-line drawings to make it possible to draw them in a single continuous line. It took two days to complete the design, which was equivalent to around 16 soccer pitches in size and could be seen from two miles away.
Take a look at the Making Of film to see more about how it was done.