Creative Director: Video/Digital/Experiential

In too many homes, the hands that should comfort and care become tools of harm. This campaign challenges that reality by declaring a simple truth: hands should be weapons of love, not violence.

To bring this message to life, we launched a powerful animated film alongside a series of hand-themed pop-up playgrounds in key communities. These immersive, child-friendly spaces were designed to celebrate the nurturing potential of a parent’s touch—through play, connection, and education.

At the heart of the campaign was a commitment to change behavior. Parents were engaged on-site with educational materials and expert guidance around the long-term psychological and emotional damage caused by hitting or smacking children.

Because love leaves a lasting impression. So does violence. It’s time our hands remembered the difference.