Landmine Ketchup

I came across this piece of design by Publicis Mojo on the Die Line.



"Using a ketchup sachet, we demonstrated the horrific nature of living in a land mine affected country and how much a part of everyday life that horror is. The idea is simple: as you tear open the sachet you also rip through the child's leg and the ketchup inside pours out like blood."

This idea is so simple and has now become famous all over the world. The reason this caught my eye is not only the great idea but how it is using an everyday product to advertise or make aware something so severe. They have gone away from using poster after poster and have thought about something differemt to do that will have a shock factor and this does that perfectly. The first solution considered is usually a poster and I am becoming more familiar with people pushing their idea one step further and this proves how effective that can be.