| Title | I Love You, I Hit You |
| Agency | Saatchi & Saatchi |
| Campaign | I Love You, I Hit You |
| Advertiser | United Way |
| Brand | United Way |
| Posted | March 2012 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | 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”. |
| Media Type | Case Study |
| Associate Art Director | Omar Santiago |
| Art Director | Cristina Burckhart |
| Art Director | Fernando Suárez |
| Copywriter | Jonathan Díaz |
| Copywriter | Pedro José Pérez |
| Associate Creative Director | Mariano German |
| Executive Creative Director | Juan Carlos Rodriguez |
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