MISEREOR "MICRO MEALS"

ClientBISCHÖFLICHES HILFSWERK MISEREOR E. V. 
Category F02. Art Direction / Design
TitleMISEREOR "MICRO MEALS"
Product/ServiceMISEREOR
Entrant KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Idea Creation KOLLE REBBE | ACCENTURE INTERACTIVE Hamburg, GERMANY
Production MARKENFILM Hamburg, GERMANY
Credits
Name Company Position
Fabian Frese Kolle Rebbe GmbH Chief Creative Officer
Stefan Wübbe Kolle Rebbe GmbH Chief Creative Officer
Sascha Hanke Kolle Rebbe GmbH Executive Creative Director
Ursula Ritter Kolle Rebbe GmbH Creative Director
Tim Esser Kolle Rebbe GmbH Creative Director
Kevin Claus Kolle Rebbe GmbH Account Manager
Jochen Sendel Kolle Rebbe GmbH Copywriter
Christopher Tychsen Kolle Rebbe GmbH Agency Producer
Martin Lühe Kolle Rebbe GmbH Production Manager
Alice Feja Kolle Rebbe GmbH Art Buying
Maren Jahnke Markenfilm GmbH & Co. KG Food Styling
Richard Stanley Markenfilm GmbH & Co. KG Construction Manager
Christian Lohfink Markenfilm GmbH & Co. KG Photographer
Lisa Hadeler Markenfilm GmbH & Co. KG Producer
Frank Schlotterbeck Markenfilm GmbH & Co. KG Director, Director of Photography
Ivan Reis Oliveira Markenfilm GmbH & Co. KG Camera Assistant
Jens Hein Markenfilm GmbH & Co. KG Camera Assistant
Moritz Dreifke Markenfilm GmbH & Co. KG Editor
Steffen Gerdes Markenfilm GmbH & Co. KG Editor
Michaela Hilchenbach Markenfilm GmbH & Co. KG Styling
Steve Thompson Markenfilm GmbH & Co. KG Lighting

Why is this work relevant for Direct?

The Christmas season is THE most popular time in Germany to ask for donations. It is also the season to eat, drink, and be merry. MISEREOR opened its Trojan mini-restaurant in the middle of Germany’s largest Christmas market, where it made the biggest possible impression between the stands for sausages and mulled wine. With the check the visitors received a direct donation request and further information about MISEREOR and the project.

Background

In 2017, East Africa was ravaged by one of the most catastrophic famines of recent times. What was almost as bad is that it was hardly reported in western media. To bring the topic of hunger back into the media, the aid organization MISEREOR decided to adopt a different approach.

Describe the creative idea

MISEREOR opened a tiny pop-up restaurant in the middle of Germany’s largest Christmas market: ‘Le Petit Appétit.’ The house specialty was haute cuisine in mini-format, created by celebrity chef Jan-Philipp Cleusters. What the visitors didn’t know was that each mini-meal contained the same number of calories the average East African child gets to eat every day, according to the World Food Organization. This surprising and shocking message was first served with the check: An appetizer for you. Bitter reality for a child in Ethiopia.

Describe the strategy

Hunger is no longer an issue that can generate much awareness or willingness to donate in Germany. The differences in the realities of life for people living in industrialized nations and those in developing countries are too great. The aim was to enable people to experience the reality of life for those living in famine-ravaged parts of Africa.

Describe the execution

MISEREOR opened its Trojan mini-restaurant on the First Sunday of Advent on December 4, 2017. Hundreds of visitors to the Christmas market enjoyed delicious duck burgers with red cabbage, succulent prawns with green asparagus, corn-fed chicken satay, and mouthwatering Christmas cookies. With the check came a bitter aftertaste: each mini-meal contained the same number of calories the average East African child gets to eat every day.

List the results

The ‘Micro Meals‘ proved to be a big shock to the visitors and encouraged us, as well-fed Western Europeans, to confront the reality for so many starving children in Africa. ‘Le Petit Appétit’ didn’t last long, but the topic of hunger was forced back into the world’s media. It gained worldwide attention on TV, in magazines, blogs, and social media. Furthermore, MISEREOR gained 21% more donation subscribers after the campaign was released.