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Despite the involvement of such public figures as the late Princess Diana, there remain over 100 million undiscovered land mines worldwide. In an effort to bring attention to this huge dilemma, the Swedish advertising and public relations company Ogilvy of Stockholm has developed a project to collect money to combat the battle against undiscovered land mines. The campaign’s site is This World of Mine, a frightening faux enterprise that offers a plethora of “designer” mines and brags about their apparent 400,000-square-meter warehouse in Shanghai. This World is Mine boasts the “big success” of their designer mines at Sarajevo Fashion Week. Let’s hope this graphic campaign will increase public awareness of this terrifying madness.  The film illustrates that mines are no longer round metal boxes which dig into the ground, but they are high tech, designer and diabolical thought-out, by well-trained industrial designers to spread so much evil as possible.
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