Every time a yuppie tears open a packet of ketchup in a trendy cafe, a child loses a leg. Or at least I assume that’s the intended message of these snappy little items that Publicis Mojo designed for CALM: New Zealand Campaign Against Landmines.
“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 is amazing. It’s like some sort of super-meta badvocacy: so bad that it shines a light on badness everywhere, and almost becomes good – nearly becomes a clever satire on the idea that encouraging people to think that they are squeezing the bloody viscera of a maimed child onto their french fries is really what need to happen to make the world a better place, because really, how could that not be a joke? Almost. Nearly. Teetering on the edge. Only falls short one tiny smidge.
(The smidge? That the net effect of the campaign was almost certainly to ensure that, when Kiwis hear about landmines, they develop an instant craving for french fries.)
Mmmm, french fries. Maybe I’ll buy some for the fabulous Nina, who alerted me to this campaign in all its ketchupy glory.
(Lucky charms will be awarded to any readers who can find me a link to the full press release, or explain to me why this campaign is suddenly all over the internet now, even though it’s actually from back in 2006.)