Until he learns to fly, Rega will do the job.

To optimise Rega's image and brand awareness further, we investigated a positive message with a sympathetic & humorous implementation. And in the course of doing so, we've come to the dog: Saint Bernard is known and loved by young and old as a lifesaver in the mountains - and the Rega spot is now a true classic.

Agency: Lesch + Frei Zürich