AEFI: advert-body-2 by Y&R Madrid
- Location:
Spain has one of the highest rates of violence against women. In 2017, 44 women were murdered by a current or former spouse or partner. So, the Spanish Association of Florists (AEFI) made a statement: their flowers are not meant to say sorry - the kind of sorry that comes from abusers.
Bouquets are not meant to hide evil and harmful acts of abuse, physical or emotional - they’re not meant to be used to manipulate victims to obtain their forgiveness because abuse should never be forgiven.
The campaign, created by Y&R, features five images that show a dramatic contrast between the beauty of magnificent bouquets and the beaten and/or depressed faces of five different women. Each image features a woman alongside her story of domestic violence.
Credits
Mauricio Rocha - Chief Creative Officer – Y&R
Covadonga Díaz - Creative Director – Y&R
Emilia Bertola - Creative Director – Y&R
Bea González - Art Director – Y&R
Ale Burset – Photographer
Diego Speroni - Retoucher
Gabriel de la Morena - Photographer Assistant
