When the Moor's head raises its voice

Fundraising McCann-Erickson risks a fat lip to publicize Simon Estes' charity concert in Zurich's Grossmünster.Charity galas thrive on the glamour of their celebrity guests, the media coverage and the good conscience that the proceeds leave behind. For the invitation and publicity, a nice motif and the obligatory name-dropping are usually enough to make the event a success with the public. Is it permissible to pursue this goal with provocative means? The world-famous, colorful bass-baritone Simon Estes thinks so. As the host of a charity concert in Zurich's Grossmünster, where he sings accompanied by a choir and several singers, he has agreed to a racist advertising campaign apparently aimed at him: A Moor's head in a cone of light with his name on it, along with the date and location of the concert. With this idea, the agency responsible, McCann-Erickson, is building on the no less stirring and internationally acclaimed TV commercial "Gun". With this, Estes' International Foundation for Children tried to get street children in South Africa off the streets and give them an education with the donations. After his fundraising events such as the Bulgari auction, his pancakes brunch at the Dolder and the Golf Trophy, he wants to attract 800 guests to the Grossmünster.
Copy elegantly resolves the sweet provocation on advertisements, posters and in the TV commercial by pointing out that political incorrectness such as that depicted is less serious than the fact that not every child in South Africa can still go to school.
Provocative: concert advertisement for the singer of color Simon Estes.

Luca Aloisi