that is f*ing brilliant! seriously! great work

Good. Morbid, but good.

No, no - sorry guys this truly trivialises a serious subject. Has humanity really arrived at this point?.. where the only messages that get through to us are those that sensationalise. How sad if true. This is a classic case of creatives thinking they're being clever and thinking only of their egos.

Been a long time viewer but this is the first time I've ever commented. Whatever happened to just sitting down and enjoying a meal? Or what about the environmental effects of packet material?

Sure it's a clever idea. Just not right.

mmm no se en que ayude al problema de las minas es buena sii pero no se si necesaria...me parece que lo único que consiguiria seria dañarle la comida a la gente... y no creo que a nadie le toque el corazón..me parece que trivializa el tema...vivo en un pais tocado por este problema y es un tema muy serio y muuy delicado para plantearlo de esa forma.. salsa de tomate.. comidas rapidas? ... nose...aunque claro la idea es muuy buena pero con un sentido o un tema menos delicado creo que seria perfecto..me pareció un tanto cruel no sensibiliza .. asquea.. no se si esa es la intención.

mmm... i don't now how that helps the problem of the land mines... the idea it's goood but i don't think it's necessary... the only thing that would do it's trivialize the subject..ketchup? fast food? I do not think it touches hearts... i live in a country touched by this problem and it's a very serious and delicate one.. the format change the sense of it ...although of course the idea is veery good but with a less delicate subject or think it would be perfect .. it seemed a bit cruel .. not sensitize ..disgusted ..unless that is the intention.

This would have been a great idea if they had done away with trying to link it to a human rights issue. There could have been a whole series of limbs and body parts, even in a cartoon fashion so as not to offend…

It's clever, and that's were I think it ends.

I imagine that if I had it in my hand just before eating my fries the experience would be off-putting. When it comes to social and environmental issues, shock therapy just doesn't do it for me. Serious issues need communication that inspire people to take action; that way it comes from the right place, and their interest won't just pass on as the next gimmick grabs their imagination.

This is just terrible. Never commented here before but this is just so extremely bad taste.

Any f..... idiot can make a shock campaign, as long as it´s shocking it´s certain to get some kind of attention.

Morbid..but quite a good way to get attention and awareness. nice work.

This work is genius!!!

Look at all of the heated conversations. And chances are, this idea will stick with you, whether you love it or oppose it.

THIS is the heart of Advertising - to make you talk about the product. The more you talk about the product - the more it sticks! When it sticks, your recall of that product/message increases. And now you're an evangelist for that product, whether you love it or hate it.

How many of you talked to your friends about this concept, and how horrible or clever this was?

Fantastic job Publicis Mojo!

How effective is it to serve up important issues next to fries?

I think it's the other way around -- it started as a human rights issue and they discovered the ketchup idea as a way to raise awareness. Not the other way around in that they had a clever idea and found a cause to latch onto.

Couldn't agree more John

By forcing the user to physically rip off the leg to open the sachet, it places guilt and blame on the diner, which I think is totally unfair, and not what you want just before you're about to eat your meal.

oh please.. if this is the 'heart' of advertising it's time for a bypass!

maybe you could have mayonnaise bleeding from a belly when you open it, advert for liposuction. food-related ideas won't raise awareness to non-food-related-problems. this is such a postmodernist attitude. STOP MIXING EVERYTHING.

Yes its shocking and morbid but we're so far removed from the harsh reality that others face daily while we're tucking into our big mac and chips that we need something like this to bring it home. If it included an instant text donation number with all proceeds going to helping remove landmines then I think its a very valid campaign.

You're both right. Let's gorge ourselves on fast food and be comfortable forgetting the fact that there are others who live in a constant state of turmoil. If the truth and reality of the world that surrounds us on all sides is shocking, then so be it. This designer should be commended for finding a way to merge our lifestyles with their realities, and for giving us the opportunity to make a difference.

I say, Well done!

I disagree fully, did you take the time to research the campaign? I don't believe that this trivializes a serious subject, but instead links a tragic and truthfully morbid reality in the world to our everyday life. The message is simple, land-mines, and the tragedy of people stepping on them and losing their limbs and often times their lives is an everyday reality in many countries. Eating, dining out, using ketchup packages and living comfortably, are everyday reality for me, for you most likely and for most if not all individuals who have access to internet and computers to check the updates of this website. This designer was brilliant to link our everyday with the everyday of another. It is shocking, blood is not exactly an appetizing substance, but the idea, the execution and the mission and purpose of the organization are all spot on!

It does: it has an SMS code for a $3 donation, and a website.

It's getting all of you to comment on it, the results are sound.

So, where can we buy a box? I'm thinking a little urban warfare dropped in the cafeteria ketchup bin at work.

I think its brilliant! Yes, a little morbid, but sometimes it takes a little shock value to draw attention to issues and I think this is doing just that. We've gotten plenty of responses on it, so that's a start...

That's not a valid point in a forum designed specifically to illicit discussion about the design of the item.