Agency Network: 
January 2010
First Hug:  Doormat
First Hug Direct Ad -  Doormat


Direct mail campaign to raise awareness of the plight of abandoned babies in Israel.

Direct advertisement created by Saatchi & Saatchi, Israel for First Hug, within the category: Public Interest, NGO.

Advertising Agency: BBR Saatchi & Saatchi Tel Aviv, Isreal
Chief creative officer: Yoram Levi
Creative Director: Tal Perelmuter
Art Director: Aia Bechor
Copywriter: Tom Reuveni
Account Executive: Elad Kuperman
Studio: Eyal Orlee
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morse's picture

Shocking. Good work!

Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.'s picture

same idea different execution.... I like your approach

Activity Score 134
Art Director at Green House at Ogilvy & Mathers, Paris / Miami Ad School
ivan's picture

Good memory!

Activity Score 12
Creative Director at Ads of the World
mikeelrapido's picture

Nice one.

Activity Score 1929
Copywriter at Evo S.C. |


thedesignaddict's picture

It feels a little familiar (Israel's 'Not Welcome' door mat campaign posted last week), but I really like the impact of the statement. Nicely done.

Activity Score 5403
Art Director at Freelance
headoffice Communication's picture

emotional and very sympathetic.

headoffice Comm...
Activity Score 196
Graphic Designer at 37/B Indira Road, Ground Floor, Farmgate, Dhaka-1215, Bangladesh
sush's picture

if this dnt touch anyone notin can.nice idea realy touchy.

Activity Score 566
creative writer and organizer |


Alice11's picture

I know that the campaign has it's good purpose...but that kind of doormat looks kind of creepy for me - I understand the campaign but such door mat doesn't speak to me in a good way.

Activity Score 2
DBB's picture

more like touchy&touchy :)

Activity Score 1216
xianglinashley's picture

There's this absolute punch there to raise awareness.

Activity Score 17
Temasek Polytechnic, Design School
Guest's picture

I was not aware that there were so many abandoned babies in Israel... Is there anything we can do to help?... I wish I could go there and hug them all... I tried to go to the main site but it was all in Hebrew...

lynnholilin's picture

awwww poor babies!

Activity Score 118
Graphic Designer |

Lynn Ho
Decision Communications Pte Ltd
Advertising Agency Singapore

mohanavishwa's picture

Very emotional. Bang on target. If this doesn't work. Nothing else will work. Super!!!!

Activity Score 11
Art Director
Specialist Mats's picture

Great way to promote awareness by using a door mat.

Specialist Mats
Activity Score 2
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