I Love You, I Hit You

Agency Network: 
March 2012
United Way:  I Love You, I Hit You
United Way Outdoor Ad -  I Love You, I Hit You


To promote the launch of our website Entreparedes.org, 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”.

Outdoor advertisement created by Saatchi & Saatchi, Puerto Rico for United Way, within the category: Public Interest, NGO.

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
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edMaga's picture

Nice concept...

Activity Score 56
Graphic Designer at Proximity Guatemala
Andrej's picture

Stupid. And ineffective.

Activity Score 640
CuriousPencil's picture

You can't read, can you? That's okay, illiteracy happens. Some day there will be someone who will hold your hand and sing the words in the ad above in a lullaby, where it details the effectiveness of the ad, the website hits, the audience reach, and numbers of people who asked for help. Maybe you should ask for help with your issues too, without feeling as stupid as you convey yourself.

Activity Score 4167
kleenex's picture

looks different.

Activity Score 57557
Web Designer/Developer
CuriousPencil's picture

I think this is great. I'm a sucker for the message-in-a-message thing, and this has the added ugly surprise to it. Good job.

Activity Score 4167
designzero68's picture

I would write the Headlines more interesting, so it would make you curious to read the small print too.
I love you graffitis just look like: I love you graffitis. Who knows that there is something hidden.
Nice concept still.

Activity Score 74
VincentZoo's picture

It's excellent !

Activity Score 5
Hawrys's picture

I like it!

Activity Score 198
AdsDesigner's picture

This just blew up my mind.

Activity Score 14
Art Director at Miramar Ad
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