Rust isn't an ingredient

In the kitchen, rusted utensils are frequently overlooked, assumed to be harmless simply because they’ve always been there. Yet rust can pose real health risks when it comes into contact with food.

That’s why Mapfre Peru created this campaign: to turn an everyday oversight into a moment of awareness. By visually confusing rust with familiar dishes (like crème brûlée, lasagna, and roasted turkey) the campaign invites a second look, revealing something that shouldn’t be there.

Because taking care of what we value doesn’t always start with big decisions.
Sometimes, it starts by noticing the small risks we’ve learned to ignore.