This campaign came out from a brief given to us during the Art Direction course, at IED Milan's 2nd year.
First of all Laura (my teammate) and I thought about the synonyms of the word "hot", given in the product name. The first words that came to mind were all related to burning... naaaa! After a wile "spicy" comes out: this word was the turning point. We both immeditely decided to give the campaign a "spicy" (intended as you can see below...) feeling: and at this point the brainstorming became funny, because we started thinking in another, unusual, not-so-polite way! :)