Landmine Ketchup

"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."

Designed by Publicis Mojo.

This feels very 90's, Benetton-ish for me, but I must admit, effective!
(via Dieline)