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Sorry

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, AEFI made the 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.

Client

Advertiser: AEFI

Creative Agency

Creative Agency: Y&R Madrid

Art Director: Bea González

Chief Creative Officer: Mauricio Rocha

Photographer: Ale Burset

Retoucher: Diego Speroni

Photographer Assistant: Gabriel de la Morena

Creative director: Covadonga Díaz, Emilia Bertola