Creativity Abuse is Hidden

Take a closer look at love.

Published on Mar 06, 2012

Editor's Pick

Puerto Rican agency Badillo Nazca Saatchi & Saatchi created love graffiti with a sinister hidden message to promote a new website,, helping sufferers of domestic abuse.

It placed giant stickers reading 'Ana te amo / Ana I love You' and 'Maria te amo / Maria I love You' in areas with high pedestrian traffic. But on closer inspection the letters were composed of endlessly repeated phrases: 'I hit you'and 'I insult you'. Below the messages, a small sign reads: 'Abuse is hidden' and carries the URL of the website, which is backed by Puerto Rican community group Fondos Unidos. In the first few weeks of the campaign launch, the website received 23,000 hits and 1,900 people requested help directly.

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Mar 06, 2012
Badillo Nazca Saatchi & Saatchi
Juan Carlos Rodriguez
Associate Creative Director:
Mariano German-Coley
Senior Copywriter:
Pedro Jose Perez
Senior Copywriter:
Jonathan Diaz
Senior Art Director:
Fernando Suarez
Senior Art Director:
Cristina Burckhart
Art Director:
Omar Santiago
Omar Santiago
Fernando Suarez

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