Challenge

On October 7th, everything changed. By the next morning, I knew I couldn’t continue as before. Like many Israelis, I felt an urgent need to act. Using my skills and experience, I set out on a mission I never imagined would grow into the global KIDNAPPED campaign—now recognized as a landmark guerrilla initiative in the fight to bring the hostages home.

The challenge was to elevate the hostages’ plight to global awareness, influencing leaders and decision-makers through a grassroots movement. The campaign needed a powerful visual concept to resonate internationally, especially in places like New York, where “missing persons” imagery is deeply ingrained in the cultural consciousness.

Solution

We designed an international street campaign inspired by the iconic “missing persons” posters familiar to Americans, from milk cartons to post-9/11 efforts. The posters were simple yet powerful—featuring the faces of the hostages, paired with accessible and poignant messages.

This approach allowed anyone to participate by printing and sharing the posters, making the campaign inexpensive, scalable, and viral. By speaking a visual language New Yorkers instantly recognized, the campaign succeeded in stopping passersby, sparking curiosity, and drawing attention to the hostages’ stories and the urgency of their return.

Logo

Colors