“Flowers”: A Fragrance That Should Never Be on Asphalt

We’re taught to associate flowers with joy. Birthdays. Anniversaries. First loves. But in Greece, too often, flowers mean grief.

The Road Safety Institute "Panos Mylonas" doesn’t mince words—or visuals. For its 20th anniversary, it launched a campaign that trades sentimentality for brutal clarity. Dramatized print, OOH, and digital creatives show us what we often choose to ignore: that the flower arrangements dotting Greek roadsides aren’t decoration. They’re eulogies.

This isn’t shock advertising. It’s restraint with purpose. It doesn’t scream. It whispers—then lets silence do the rest.

With the third-highest road fatality rate in the EU, Greece doesn’t need more flowers. It needs fewer reasons for them.

Each visual in the campaign doesn’t just show a loss—it demands a choice. Slow down. Pay attention. Don’t let beauty be the aftermath of recklessness.

Because once the flowers arrive, it’s already too late.

Advertising Agency: The Newtons Laboratory

Creative Directors: Giannis Sorotos, Dimitra Andrikopoulou

Art Director: Eirini Tzioti

Copywriters: Dionysia Lampadariou, Christos Tsirigotis

Account Director: Giorgos Panagioropoulos

Photographer: Tassos Vrettos