Aefi Spanish Florist Association Print White by Y&R Madrid

White
The Print Ad titled White was done by Y&R Madrid advertising agency for Aefi Spanish Florist Association in Spain. It was released in Apr 2018.
Advertising campaign: Sorry

Aefi Spanish Florist Association: White

Brand
Aefi Spanish Florist Association
Media
Print
Released
April 2018
Posted
March 2020
Market
Spain
Industry
Against violence
Agency
Y&R Madrid

Credits & Description:

Advertised brand: AEFI
Advertising Agency: Y&R Madrid, Madrid, Spain
Chief Creative Officer: Mauricio Rocha
Creative Director: Covadonga Díaz, Emilia Bertola
Art Director: Bea González
Photographer: Ale Burset
Retoucher: Diego Speroni
Photographer Assistant: Gabriel de la Morena
Published: Q1 2018
Synopsis:
Traditionally, flowers are often used (and advertised) in a “romantic” way, Y&R Madrid and AEFI (the Spanish Association of Florists) turned things upside down showing the misuse of their products.
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.
The campaign “Sorry” 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.