The ad, which was created by McCann Worldgroup, opens with snowmen melting in a village. Zurich employees then show up in refrigerated trucks and take the snowmen to the top of a mountain in the Alps.
The ad ends with the line, "When you truly love something, you protect it in the best way".
It breaks today in cinemas in Germany during previews for Penguins of Madagascar and will then roll out in cinemas across Europe, including the UK.
The ad directs viewers to a website where they can build a virtual snowman, or submit a photo of one. Zurich will then pick winning entries to be recreated, for real, on top of the Alps.
The work was written by Curro Piqueras, art directed by Cristina Cabellero, and directed by Salmon Holmboe through Fish Films. 247GRAD created the website for the campaign.
The ad fits with Zurich’s existing "for those who truly love" position, which launched in September 2013. Interpublic Group, McCann Worldgroup’s parent company, won the brief to work on Zurich’s unified global communications platform in May 2013.