I worked in Zurich for a short time and quickly developed an allegiance for the country with the best passport in the world.

For those who haven't seen it – it is bright red with a white cross, and beats all other countries hands down. So much for neutrality!

So when Winkreative were commissioned to relaunch Swiss Air as Swiss International Air Lines, I took great pleasure in wielding red and white. Not that I normally need an excuse.