First Hug: Doormat

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

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
Published: January 2010

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morse's picture
15439 pencils

Shocking. Good work!

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.'s picture
134 pencils

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

ivan's picture

Good memory!

Ivan Raszl, admin of AotW

mikeelrapido's picture
1929 pencils

Nice one.


thedesignaddict's picture
5341 pencils

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.

headoffice Communication's picture
headoffice Comm...
174 pencils

emotional and very sympathetic.

sush's picture
518 pencils

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


Alice11's picture
2 pencils

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.

DBB's picture
1214 pencils

more like touchy&touchy :)

Brain-Art's picture
1101 pencils


xianglinashley's picture
17 pencils

There's this absolute punch there to raise awareness.

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
118 pencils

awwww poor babies!

Lynn Ho
Decision Communications Pte Ltd
Advertising Agency Singapore

mohanavishwa's picture
11 pencils

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

Specialist Mats's picture
Specialist Mats
2 pencils

Great way to promote awareness by using a door mat.

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