Purina Juice.

Purina’s product Juice is added to the diary cow’s food to speed up the digestion and assimilation of nutrients that will be turned into milk: this means a higher milk production by cows for the farmer, and a lighter and healthy stomach for the cow. Purina asked a funny and catching campaign to be shown in specialized italian magazines and fairs.

IDEA:
The campaign plays on a ideomatic expression of the italian language, according to which the one who keeps a secret brings with it a heavy burden on the stomach, that only a confession can lighten.
Juice, speeding the digestion, allows the cow’s stomach to clear out the food just like a eye-witness clear its conscience after giving evidence about a crime. In this case the cow, during a police line-up, testifies against a fox that has clearly ate the chicken, clearing its integrity… and its guts too.