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The execs at Swiss telecom provider Swisscom and agency Heimat wanted to find a unique way to cheer on the country’s athletes at this year’s FIS Alpine World Ski Championships. So they decided to write a giant love letter from fans—in the snow.
Robotic snow-blowers carved out a specially designed font and single-line artwork in the powder, with the messages drawn from fan submissions via Twitter, across an area the creators describe as equivalent to 16 football fields, and visible from up to two miles away.
The idea was to motivate Swiss competitors before their downhill runs at St.
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