MSCHF which is pronounced as mischief really should be called CNTRVRSY for controversy because that is what the American art collective is better known for. The outfit is best known for holy water sneakers and paintball gun-armed Spot Robot Dog.
The outfit’s presence is always felt and you would probably have heard and or seen them if you were at Columbus Circle, McCarren Park, and Washington Square Park on July 11, 12, and 13, respectively, between 11 AM and 6 PM. Or if you were in LA, at Santa Monica Pier, The Grove, and Hollywood Boulevard on the same days and time.
If you did, you probably already know their latest campaign is “Eat the Rich”. In this campaign, you are invited to literally eat the rich by chowing down MSCHF SICLE-branded popsicles featuring 5 of the world’s richest men. MSCHF SICLE is, of course, a word play on the word “popsicle”.
MSCHF SICLE was available in five “flavors”: “Bite Bezos” for Jeff Bezos, “Snack on Jack” for Jack Ma, “Gobble Gates” for Bill Gates, “Munch Musk” for Elon Musk, and “Suck Zuck” for Mark Zuckerberg.
The campaign is a protest against the immense wealth this handful of men owns. It is said that the wealth of some of the wealthiest people in the world is enough to feed the world. That said, the MSCHF SICLE was the perfect thing for you to show your disgust in this respect. Ermmm, I guess? But it is probably not going to hurt these hyper-rich folks in any way.
To be fair, two out of the five people aren’t the 10 top richest people. Zuckerberg ranks 17 with US$60.9 billion while Jack Ma ranked #67 this year with a “paltry” US$24.7 billion. I guess they were chosen because they were in the tech industry and more recognizable. Warren Buffet must be wondering why isn’t part of the popsicle.
The “Eat the Rich” campaign is over. Like many of MSCHF, it will not be repeated again but it was fun while it lasted.
Hat tip: this isn’t happiness.