Ogilvy Spain and the Ministry of Equality of Spain have marked International Day for the Elimination of Violence against Women with a campaign focused on vicarious violence, La Búsqueda del Tesoro (The Treasure Hunt).
With star, Ester Expósito, it aims to créate awareness about one of the most extreme and devastating expressions of gender-based violence, that which is perpetrated against children or other family members to hurt the victim. The campaign hopes to highlight this harsh reality, raise awareness of its significant impact, and educate people on how to detect its signs in time.
The Treasure Hunt is based on a story by acclaimed Argentine writer, Hernán Casciar. It begins with what initially appears to be a sweet message recorded for a romantic marriage proposal, but it becomes the key to revealing a tragic reality of vicarious violence – an abuser uses his own daughter, Amelie, as a weapon of coercion against her mother, Inés.
“This execution represents very well how devastating vicarious violence can be. It’s a topic with thousands of stories, and just hearing one of them overwhelms and breaks you,” stated Guille Fernández and Pablo Poveda, creative directors at Ogilvy Madrid.
It’s not just fiction. Beyond fiction is the reality experienced by more than a thousand children who are used to harm their mothers. According to the Government Delegation against Gender Violence, from 2013 to July 2025, a total of 65 minors have been murdered, of whom 38 were direct victims of vicarious violence, perpetrated by their fathers or their mothers’ partners/ex-partners with the sole and cruel purpose of inflicting as much pain as possible on the mothers.
In addition, 71% of cases of vicarious violence against minors detected in 2021 occurred during breakups, moments of high vulnerability that aggressors take advantage of to carry out this type of violence.
The film was produced and post-produced by REBOLUCION managed by Hogarth.
Credits:
Agency: Ogilvy
Client: Secretary of State for Equality and for the Eradication of Violence against Women
Client Team: Noelia Acedo, Julia Giráldez
Creative Agency: Ogilvy Spain Chief Creative Officer: Roberto Fara
Executive Creative Directors: Javier Senovilla and Juan Pedro Moreno
Client Services Director: Carmen Pablo
Creative Directors: Guille Fernandez, Pablo Poveda
Creative Team: Lucía Moreno, Marta Galán, Izarbe Moreno, Pablo Piqueras
Account Supervisor: Alicia Aranda
Account Executive: Blanca Grosso Talent Manager: Clara Sanchís
Head of Social: Sofía Martínez
Social Media Managers: Gema Martin and María López
Social Design: Nerea Heredia and Sarah Van
PR & Comms: Christian Martínez, Laura Cuenca, and Maria Alsina
Hogarth Audiovisual Production Director: Aaron Lago
Hogarth Executive Producer: Pablo Riaño
Hogarth Producers: Fran Ruiloba & Luna Utrero
Production Company: REBOLUCION
Executive Producers: Ramón Corominas & Sete Ledo
Director: Agustina Macri
Director of Photography: Bet Rourich
Art Director: Eric Dover
Editing: Vicente Álvarez
Hogarth Post-production Director: Elena Nebreda
Hogarth Post-production Manager: Javier Rodríguez
Hogarth Post-production Coordinator: Cristina Lainez
Colour: Paula Ruiz
VFX Lead: Jorge Febrero
Animation & Motion Graphics: Carlos Camarillo
Sound Design: Isilik
Sound Studio: Iberian Media
