FLOWERS

THE CHALLENGE

2025 was the Road Safety Institute’s 20th anniversary. 20 years of actions for safer roads. 20 years of hard work for life. Their accomplishments called for a celebration. But how can one celebrate when Greece holds the 3rd highest rate of road fatalities in the EU?

THE APPLEFALL MOMENT

With this gloomy statistic, we wouldn’t know what “gift” to ask of people for the Institute’s birthday. But the answer was hidden one short drive away. And then it hit us. For their 20th anniversary, we knew what not to ask.

THE SOLUTION

“Flowers”

Who would say no to a beautiful bouquet on their birthday? R.S.I. would. R.S.I. did. A drive through Athens was enough to come across an endless number of roadside bouquets, marking the exact spot where someone lost their life in a traffic accident. With a series of raw visuals, we aimed to bring those silent memorials into full view. Not to shock, but to remind. So, if you happen to drive after reading this, remember:

Don’t be the reason more flowers end up on the road.

THE RESULTS