Stevie Wonder is followed by Andrea Bocelli

Fundraising Pointed campaigns have brought higher donation volumes to the Mühlehalde home for the blind and international renown to the Ruf Lanz agency.
In the wake of the natural disasters, the willingness of the Swiss to donate has
increased again. However, the media emotionalization and
documentation also steered the flow of money in new directions. In order to keep the relatively
deep topicality to compensate and attract attention,
remains the proven means of originality in communication. At
However, caution is advisable in the charitable sector, as the boundaries to the
irreverence are drawn tighter.

Good request is not enough
As early as 2002, the fundraising managers of the
Mühlehalde home for the blind realistically assessed the market situation.
and Ruf Lanz entrusted with fundraising. That under this
constellation would result in something unusual was to be expected. CD
Markus Ruf: "Many campaigns in this area are better intended than
made. There seems to be a prevailing opinion that the good cause
is already enough to be heard by the audience. But it also needs
a surprising idea here." The result: funny commercials that
repeatedly created media hype and increased the volume of donations in 2003 by
over 110 and by a good 65 percent again in 2004, and significantly
wider support. Along the way, the "Stevie Wonder" spot was launched under
ADC-, Edi- and New-York-Festival-Gold, among others, and thereby
the most awarded Swiss commercial in recent years.
What should a worthy sequel look like? Warmer and more moving.
With the same Condor team and Serge Höltschi in the director's chair, we wanted to
Danielle Lanz and Markus Ruf once again invited the residents of the Mühlehalde to the
stars of the new commercial. No longer with a choir, but
close to the individuals as soloists and therefore not in the
studio, but in the home for the blind itself. As a template served Andrea
Bocelli's poignant "Con te partirò", with which the blind opera singer
achieved world fame. In solo passages, new and familiar faces animate
the piece. The spot, vaguely reminiscent of the cinema treat "Il bacio di
Tosca" is thus given authenticity. Flanked is the
Strips of ads and an e-card coordinated with them. 
 
Luca Aloisi