Jung von Matt Limmat and BCG bring William Tell to Pride
More than 30 companies are once again standing up for the LGBTIQ+ community, greater diversity, and a tolerant work environment this year. Joining them this time is Wilhelm Tell, brought to life through AI. Together with the Boston Consulting Group (BCG) and Jung von Matt Limmat, this pioneer of civil liberties is working to promote greater awareness and fairness.
As in 1300, William Tell will stand up for freedom and justice for all people in 2023. As the protagonist of this year's LGBTIQA+ campaign by BCG and Jung von Matt Limmat, he is raising awareness in Switzerland together with over 30 well-known companies, including Swisscom, Roche, Novartis and UBS, for more diversity and a tolerant working environment. The campaign for LGBTIQ+ rights in the workplace was launched in 2019.
To emphasize that William Tell would be at the forefront of Zurich Pride in 2023, he was brought back to life using artificial intelligence. Thus, thanks to ChatGPT, Switzerland learns which speech he would give this year at the Pride demonstration parade.
The goal of this year's campaign is to convince especially those people of the openness towards a diverse community who are not yet. William Tell, the role model of this very conservative population, is intended to have an impact on this population group and make them think.
"I know exactly how important it is to fight against oppression."
In his speech, William Tell speaks about the relevance of a diverse Switzerland and says: "I believe that every human being has the right to live his love". As a Swiss pioneer in the fight for freedom and justice, Willhelm Tell is thus also a relevant voice against oppression and discrimination in 2023.
The speech of the Swiss national hero was published in full on Saturday as an advertisement in the Zurich Pride newspaper. New Zurich Newspaper to read. Likewise, it will be presented - on behalf of all participating companies - by Rubén Alejandro Ramirez, Group Head Diversity and Inclusion at Syngenta, in the evening at the official Zurich Pride rally on the Kasernenarel and recited by an AI-generated Wilhellm Tell voice.
Quotes from the speech will be published at DOOH locations in all major cities throughout Switzerland - in keeping with Tell's three central motifs: freedom, courage and standing up for the weak. Around ten communities, which two years ago were the most vehemently opposed to "marriage for all" by 70 percent or more, will also experience the campaign up close. Thus, Wilhelm Tell's words appear on the barn at the entrance to the village, on a billboard opposite their village pub, or travel along their streets on buses.
Responsible at BCG: Felix Gonzalez (PA Marketing Strategy Manager), Joachim Stephan (Managing Partner BCG Switzerland), Julian Glaeser (Consultant), Elisa Julia Zoccolillo (Communications intern). Responsible at Jung von Matt Limmat: Michel Nellen (Creative Amplification Direction), Natalie Friedrich (Art Direction), Wolfgang Bark (Managing Creative Director), Luitgard Hagl (Managing Creative Director, Agency Lead). External partners:inside: Blish, Scanwork, Setaprint.
