White Ribbon's bloomin' lovely conversation starter

As much as traditional gender stereotypes are being challenged in today's more open age, there are still some 'norms' that prevail - the gifting of flowers being one.

In an attempt to engage people in the discussion, White Ribbon and Candybox Marketing's Men Don't Want Flowers poses interesting questions to a diverse group, including CFL All-Star Chris Van Zeyl, in order to destigmatise the gesture.

Shot by Aaron Robson in a familiar talking heads format, the campaign's natural charm and cracking casting make for a thought-provoking film that's backed by intriguing follow-up on the brand's site .