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All illustrations by Josephine Rais

The worlds longest feeding chain to show diversity

The campaign

To show that mymuesli is an open minded brand that lives diversity, we created a campaign that overcame borders by all means. By using #feeddiversity, people could interact with a stranger and feed him or her a spoon full of openness – no matter who it is.

The packaging

But we did not only motivate people to show diversity, we made them enjoy it – by launching a special edition for international muesli day, called “ourmuesli”. While 50.000 packs were sold out in two days, #feeddiversity went on.

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Contribution

I came up with the idea for #feeddiversity and was given the opportunity to pitch it directly to the founders of mymuesli. The campaign was then brought to life in collaboration with Serviceplan Campaign 3 Munich and Illustrator Josephine Rais.

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