"Salzano and DigitasLBi copywriter Jose Ripol's submission was one of 392 entries in the cyber category for Young Lions, a competition that gives the next generation of industry superstars the chance to prove themselves during Cannes. Their idea was to create a socially driven campaign around Mother's Day featuring an orange rose as a symbol of the cause. Although it didn't win at Young Lions, the idea caught the attention of Every Mother Counts (EMC), a nonprofit organization founded by model Christy Turlington Burns that's dedicated to making pregnancy and childbirth safe for mothers around the world.

EMC invited the Digitas team to participate in a live pitch day in New York where EMC ultimately chose to partner with the agency, bringing the orange rose campaign to life and making the orange rose a universal symbol of safe motherhood." - Tim Nudd, AdWeek.