Another project that cames out from Art Direction course at IED Milan's 2nd year.

The product to advertise was a ketchup... more correctly, a very spicy version of a ketchup!

The first step was finding words related to the product: flavour > spice > spicy > XXX > hot

"Hot" was the key: it suited perfectly Heinz's ketchup flavour and the idea of a "two-way" ironic campaign I had in mind... here is the result!