United Way

I Love You, I Hit You

Agency: Saatchi & Saatchi


To promote the launch of our website, we created awareness using a global form of art commonly used to express love: graffitis. Giant stickers using the phrases “Ana te amo / Ana I love You” and “María te amo / Maria I love You” were strategically placed as interventions in places of high pedestrian traffic. Approaching the graffiti uncovered the reality behind the expressions of affection: the letters were composed of an endlessly repeated phrase: “I hit you”. The other one hid the message “I insult you” in its letters. Below the messages, onlookers could make sense of the disturbing graffiti, from a small sign that read: “Abuse is hidden”.

This professional campaign titled 'I Love You, I Hit You' was published in Puerto Rico in March, 2012. It was created for the brand: United Way, by ad agency: Saatchi & Saatchi. This OOH Outdoor medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted over 12 years ago.


Advertising Agency: Badillo Nazca Saatchi & Saatchi, Puerto Rico
Executive Creative Director: Juan Carlos Rodríguez
Associate Creative Director: Mariano German-Coley
Senior Copywriters: Pedro José Pérez, Jonathan Díaz
Senior Art Directors: Fernando Suárez, Cristina Burckhart
Art Director: Omar Santiago
Typographer: Omar Santiago, Fernando Suárez
Account Director: Jessica Rivera, Julio Semidey

Art Against Knives


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