Landmine Ketchup

image source here

Witty design by Australian studio Publicis Mojo.

From the designer:
"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."

via the dieline