In an abusive relationship, an apology can sound like love and still be part of the violence. When the message becomes public, curiosity can open the door to a truth that usually remains hidden.
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#NoLoVuelvoAHacer.
In Nicaragua, “mantas cruza calle”—large banners stretched across streets—are part of everyday public communication. They advertise businesses, carry personal messages and are even used to publicly call out people who have not paid a debt. Their public nature sparks curiosity and quickly turns any message into a topic of conversation. Couples also use “Buñuelito” and “Buñuelita” as affectionate nicknames. Together, these two cultural codes allowed us to build a story that felt intimate, real and too tempting not to discuss.
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The challenge
Make a normalized pattern of violence visible and bring it into the national conversation without relying on a large media investment, using a format people already recognized, read and shared.
We placed a series of cross-street banners in which “Buñuelito” tried to reconcile with “Buñuelita.” The first looked like simple romantic messages. Each new banner revealed more of the story and fed the gossip: people commented, photographed them and shared their theories on social media. The country believed it was following a real breakup. That curiosity turned a low-cost intervention into an organic national conversation.
How the story unfolded
From an idea to a system.
- 01
The first banners sparked curiosity with seemingly romantic messages.
- 02
The affectionate names “Buñuelito” and “Buñuelita” made the story feel close and authentically Nicaraguan.
- 03
Each new message expanded the mystery and moved the conversation organically onto social media.
- 04
Influencers and news outlets joined the story without the need to buy advertising space.
- 05
Finally, a survivor’s testimony revealed that Buñuelito’s apologies and promises were not romantic gestures, but part of a cycle of violence.
Watch the work
The idea in motion.
My contribution
- Chief Creative Officer
- Creative leadership
- Purpose strategy
- Integrated PR orchestration
Selected credits
Idea + copy: Ana Siu
Art direction: Carlos Blandón
Design: Berna Morales
1Mpeople reached
230Kvideo views
>$12Kearned media
27K+interactions
The lasting lesson
A brand can use its reach to make a hidden pattern visible—and help change the conversation around it.Back to selected work ↑