A stunning guerrilla ad against landmines. Ketchup sachets that can be cut right on a boys foot, were placed between magazine pages (as a free ketchup gift). This way the boy looks like he has been mutilated, while ketchup like blood is released from inside. Very strong and perfectly made concept. The copy reads: "In 89 countries, walking on a mine is still routine" and tries to focus on the accidents that usually kids have in some countries.
Client: Campaign Against Landmines
Agency: Publicismojo, Auckland
Creative Director: Nick Worthington
Copywriter: Guy Denniston
Art Director: Emmanual Bougneres
Photographer: Paul Jones
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