This Argentine Bakery Mixed Different Breads in One Bag to Promote Diversity

A recent campaign from bakery brand Bimbo and Ogilvy Argentina aimed to promote diversity and tolerance by mixing half a dozen types of sliced bread—whole grain, brown, white, and more—into a single clear plastic bag—and bringing them into elementary schools around Buenos Aires.

In a case study video promoting the effort, titled “Bimbo Integrated Bread,” dire news footage sets the stage—white supremacy, homophobia, and bullying seem to be on the rise—before the perspective switches to shots of kids making sandwiches and learning about inclusivity.