Flowers campaigns usually say that if you say sorry with a bouquet, everything is fine. We wanted to change this, because abuse is unforgivable.

Only a brand like AEFI could make such an statement.

The target was all the society: a society concerned about women being abused, and a society that is fed up of sexist campaigns about flowers that shows that everything is forgivable if you give a bouquet. Abuse isn't forgivable.

The campaign has 5 executions. 5 images of women being mistreated by their partners or ex partners, with part of their faces covered by flowers, like if flowers could cover the evil acts of those men.

Each women is different, because abuse happens at all ages.

The flowers are also different, creating unique bouquets for each protagonist.

This is the first time in Spain that flowers shout out loud that they don't want to be used to say sorry, because you shouldn't forgive abuse.