Marc Paeps: photographer

how clever is this!

http://theinspirationroom.com/daily/2008/heinz-hot-ketchup-on-frozen-food/

And some examples for visual language using substitution:

"Amnesty's flame is in danger worldwide. Defend it. Buy a candle or make a donation."

http://www.existingvisual.com/tag/amnesty-international/page/3/

http://www.existingvisual.com/tag/amnesty-international/page/3/

http://www.existingvisual.com/tag/amnesty-international/page/3/

http://www.existingvisual.com/tag/amnesty-international/page/3/

Marc Paeps was the photographer, but the advertising agency responsible is Air Agency in Brussels.
http://www.aironair.be/ worth taking a look at their other works for some major clients like Dior, GlaxoKlineSmith, Mercedes-benz and others