Never been hugged.


The brief.

Imagine your skin tearing and blistering at the slightest touch. For people living with Epidermolysis Bullosa (EB), it’s a painful reality that literally makes love hurt. Our client, Debra, supports EB kids as well as their families. Our job was to not only raise awareness of this heartbreaking condition, but raise the profile of Debra and its efforts to fund research for a cure.

The work.

We all remember the affection we had (and maybe still have) for a beloved childhood teddy bear. A teddy we kept close, hugged and played with every day. We know the love we felt for them. But what if a child couldn’t do any of those things with theirs? Because every hug hurts. We created a cinema ad which tells this story through Riley, who suffers from the condition, and his teddy bear.

A Roses Bronze Award Winner, 2017

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