Institut Montana Zugerberg's 2024 'We believe' film, created by Fair Factory GmbH, centres a new brand identity on the conviction that every child has talent.
ARCHIVEInstitut Montana Zugerberg Bets Its Brand on a Single Belief
Institut Montana Zugerberg's 'We believe' is a 2024 public service image film created by Fair Factory GmbH that anchors the Swiss international boarding school's new brand identity in a single proposition: every child has talent, and the school exists to find and develop it.
The campaign launched on November 16, 2024, as reported by clapboard.com, and comprises one film asset running to approximately ninety seconds. It was submitted to the archive by director and camera operator Sandeep Abraham, who also serves as a creative director on the project alongside Kurt Schmid. The work sits at the intersection of the education, public interest, and travel and tourism sectors — three industries that, for an institution of this kind, are inseparable. Institut Montana Zugerberg is a residential school located on the Zugerberg mountain above the Swiss city of Zug, and its prospective audience is international by definition: families who choose a Swiss boarding school are making a decision that is simultaneously educational, experiential, and logistical. The 'We believe' campaign addresses all three dimensions without explicitly naming any of them, instead placing philosophical conviction at the centre of the communication. The Clapboard Score for this campaign is 57 out of 100, a result that reflects the film's compositional ambition while indicating room to strengthen measurable creative impact. The campaign's core positioning — 'We believe every child has talent' — functions as both a brand promise and a pedagogical statement, giving Institut Montana Zugerberg a replicable rhetorical foundation for future communications across Education and Public Interest contexts. Fair Factory GmbH, based in Fanas, Switzerland, developed the concept, copywriting, and production, making this a tightly integrated creative and production undertaking rather than a divided agency-production-company engagement.
Institut Montana Zugerberg operates in a sector defined by prestige signals and extreme parental scrutiny. The strategic logic behind 'We believe' is that facilities, locations, and academic results are table stakes for any credible Swiss international school; what differentiates a boarding school at the upper end of the market is a clearly articulated worldview about children and learning. The 'We believe every child has talent' proposition positions the school not as a sorting mechanism for the already gifted but as a developmental environment for every enrolled student — a philosophically inclusive stance that carries significant strategic weight in a category often associated with selectivity and exclusion.
The international schools market provides important context for this positioning. According to ISC Research, there were approximately 14,010 English-medium international schools globally in January 2024, rising to around 14,457 by July 2024, with international student enrollment reaching 7.3 million by mid-year. In that environment, differentiation through brand philosophy rather than through product specification becomes a viable competitive strategy. Competitors such as Institut Le Rosey in Rolle and Zurich's Zurich International School maintain high visibility through heritage and urban proximity respectively; Institut Montana Zugerberg's response is to lead with belief rather than biography. The campaign's placement across the education, public interest, and travel and tourism categories reflects an understanding that the school's marketing audience is not only parents weighing academic curricula but also prospective students and international education consultants for whom the lived experience of a Swiss mountain environment is itself a persuasive variable. By 2024, the brand identity work — of which 'We believe' is the flagship expression — had been developed in partnership with Fair Factory GmbH to give the school a coherent voice capable of working across all three of those audience segments simultaneously.
The 'We believe' film is a production in which creative and directorial responsibility converge in two individuals. Kurt Schmid serves as concept originator, copywriter, and producer of the overarching 'Becoming' narrative framework, as documented by persoenlich.com, while Sandeep Abraham functions as director, director of photography, and co-creative director — a dual role that consolidates visual and editorial decision-making in a single sensibility. That concentration of authority is a deliberate structural choice, common in boutique agency filmmaking where tonal consistency matters more than divisional specialisation.
The production crew assembled for the film reflects a considered approach to craft in each department. Luis Oliveira served as first assistant director, maintaining on-set continuity, while Leon Morrison Roggensinger operated as first camera assistant. Lighting — critical in a film likely shot in the variable natural conditions of the Zugerberg mountain environment — was handled by gaffer and lighting specialist Olivier Walther. Sound was recorded by boom operator Walter Gilgen. Hair and makeup was the responsibility of Giada Marina Giorgio. Marion Bernet of BlueWhale Photos served as stills photographer, generating the print and digital image assets that complement the film. Graphics were handled by Claude Schneider, as documented in the campaign's production credits at clapboard.com. Aline Kaspar, Institut Montana Zugerberg's head of marketing, sat client-side across the project, ensuring that the creative output aligned with the school's institutional tone and international positioning. The result is a film built around the 'We believe every child has talent' proposition — a line that functions as voiceover, title card, and strategic anchor simultaneously, giving the image film an unusual degree of verbal and visual coherence for a piece of educational public interest content.
ARCHIVENo verified performance data for 'We believe' is publicly available. No published enrollment increases, lead generation figures, website traffic uplift, or media reach statistics have been documented in connection with the campaign, as confirmed by clapboard.com. Evaluation must therefore rest on structural effectiveness and recognised external validation.
That external validation is substantive. According to german-brand-award.com, Institut Montana Switzerland and Fair Factory GmbH, with Sandeep Abraham credited, received a German Brand Award in the category 'Excellence in Brand Strategy and Creation — Brand Strategy – B2C'. The award entry credits the new brand identity, image film, and the 'We believe every child has talent' positioning as the basis for the recognition. The German Brand Award is administered by the German Design Council and evaluates brand strategy, identity, and communication quality rather than pure sales effectiveness, making it a credible indicator of how the industry assesses the campaign's strategic coherence even in the absence of commercial metrics.
Structurally, the campaign demonstrates sound effectiveness logic. A single, short film anchoring a new brand identity gives the school a replicable verbal and visual platform. The proposition is falsifiable — schools either do or do not operate as if every child has talent — which means it generates accountability and differentiation simultaneously. For a Swiss international boarding school competing in a growing but saturated market, that kind of brand clarity is a durable asset. The Clapboard Score of 57 out of 100 reflects a campaign that achieves strategic coherence and industry recognition but whose creative ambition has not yet been tested against, or corroborated by, public audience response data.
'We believe' is a 2024 image film created by Fair Factory GmbH for Institut Montana Zugerberg, a Swiss international boarding school. The film centres the school's new brand identity on the proposition that every child has talent, positioning the institution as a developmental environment rather than a selective academic filter. It was published on November 16, 2024.
Sandeep Abraham directed and photographed the film. Abraham also served as co-creative director alongside Kurt Schmid, who wrote the concept and copy and produced the overarching 'Becoming' narrative framework. This dual creative leadership structure is documented in the campaign's production credits, as reported by clapboard.com and persoenlich.com.
'We believe' and Institut Montana Zugerberg's associated brand identity work won a German Brand Award in the category 'Excellence in Brand Strategy and Creation — Brand Strategy – B2C', according to german-brand-award.com. No wins at Cannes Lions, D&AD, Clio Awards, or the One Show are publicly documented in connection with this campaign.
The campaign spans three industry categories: education, public interest, and travel and tourism, as listed on clapboard.com. This reflects Institut Montana Zugerberg's position as a Swiss international boarding school whose communications must address academic, philosophical, and experiential dimensions for an internationally mobile prospective-family audience.
Fair Factory GmbH, based in Fanas, Switzerland, created the campaign. The agency handled concept, copywriting, creative direction, and film production as an integrated engagement, with Kurt Schmid and Sandeep Abraham sharing creative director credits, as documented by clapboard.com and adsoftheworld.com.
The Clapboard Score for 'We believe' is 57 out of 100. This score reflects the campaign's strategic coherence and the German Brand Award recognition it received, while indicating that the absence of publicly verified audience response or effectiveness data limits a higher assessment of measurable creative impact.
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