New promotional campaign

Be Verbier

A retro aesthetic, bold colours, six local personalities and sets built entirely in a studio: for its new promotional campaign, entitled “Be Verbier”, Verbier embraces a colourful, offbeat world that breaks with the conventions of tourism advertising. At a time when AI-generated images are playing an ever-greater role in communications, the destination has chosen to make everything fake, for real.

Eddy-Website

Local personalities become ambassadors for the destination

This new project builds on Verbier’s long-standing collaboration with the Buzz Brothers agency and follows on from the “This is Verbier” and “Make it Verbier” concepts, while taking the creative approach even further.
In its previous campaigns, Verbier, its values and its many facets were distilled into fictional characters played by actors to convey the destination’s contrasts.

This time, the concept has evolved. Actors no longer represent the destination. Instead, the campaign features six personalities who are either local or closely connected to Verbier and the Val de Bagnes. A complete set was created for each of them, showcasing the destination’s diversity through an unexpected lens.

The winter campaign features Eddy Baillifard, the pope of raclette, out hiking, Gábor Takács-Nagy, violinist and conductor of the Verbier Festival Chamber Orchestra, on the slopes, and Géraldine Fasnacht, snowboarder and adventurer, enjoying a family day of riding with her son.

Morgane Métraux, professional golfer, Ludo May, professional mountain biker, and Marie-Hélène de Torrenté, a leading figure in Verbier’s cultural scene, will be revealed when the summer 2027 campaign launches.

Six scenes that reinterpret the spirit of Verbier with boldness and colour. The mountains are still there, but told differently.

A campaign that goes against the tide of AI-generated advertising

From the earliest discussions between Verbier Tourisme and the Buzz Brothers agency, there was a clear desire to continue breaking free from the traditional conventions of tourism advertising. The aim: to create something unexpected, offbeat, colourful and human, with a touch of humour.

No invented mountains. No ambassadors created from scratch. Verbier Tourisme and Buzz Brothers chose to physically create everything seen in the images. A decision that feels particularly relevant at a time when artificial intelligence can generate entire visual worlds in a matter of moments.

The style draws inspiration from the advertisements and magazines of another era, with bold colours, striking typography and almost theatrical staging, combined with contemporary copy that plays between French and English.

The ambassadors

Eddy Baillifard

Val de Bagnes' favourite cheesemaker. The pope of raclette, rock star style! 100% terroir, 100% pleasure.

Be like Eddy Baillifard. Be Verbier.

Gábor Takács-Nagy

Violinist and conductor of the Verbier Festival Chamber Orchestra, he even gets the marmots singing!

Be like Gábor Takács-Nagy. Be Verbier.

Géraldine Fasnacht

The super mum who dominates every discipline. Pilot, BASE jumper, freerider and more, Géraldine is one serious athlete.

Be like Géraldine Fasnacht. Be Verbier.

La boite à questions

Eddy Baillifard

Gábor Takács-Nagy

Géraldine Fasnacht

Four days to build Verbier in a studio

To bring the concept to life, a team more akin to a film crew than a tourism photoshoot gathered for four days at Studio 13 in Sion. Each setting, from winter to summer, was built entirely by a team of set designers. Stylists and a make-up artist created the ambassadors’ looks, while photographer Calypso Mahieu and her assistants handled the photography and video production for the six scenes. They worked alongside communication agency Buzz Brothers, which oversaw the campaign’s art direction and production.
The physical construction of the sets and the meticulously crafted, almost theatrical staging create the retro sense of contrast at the heart of the campaign. The situations are deliberately extravagant and artificial, but the people and the images are entirely real.

A campaign unfolding with the seasons

The winter 2026–2027 campaign will launch in international markets from mid-September, before being rolled out in Switzerland from 24 October. The three summer scenes will then take over to promote Verbier ahead of summer 2027.

Across the seasons, the six creations will come together to form a single portrait of Verbier: a destination that does not take itself too seriously, while making a very serious statement about what defines it.

We wanted a campaign that reflects Verbier: bold, free-spirited, full of character and with a genuine element of surprise. At a time when AI makes it incredibly easy to generate a spectacular image in a matter of seconds, we chose the opposite path: building the sets, bringing teams together and shining a light on people who are genuinely part of Verbier and the Val de Bagnes.

Simon Wiget, director of Verbier Tourisme.

For this third campaign with Verbier, we are staying on the same course: choosing the ‘red run’ to break with convention and tell the destination’s story differently, through the people who bring it to life and not just through its landscapes. We loved creating an offbeat tone with these colourful characters and a nod to the advertisements of days gone by, reimagined with a contemporary twist. We are also proud to be helping bring to life, here in Valais, a brand that is as much felt as it is experienced. It is our own way of prescribing exactly what you really need: a healthy dose of Pure Energy!

Michel Deslarzes, co-founder of Buzz Brothers and Director of its Martigny office