There’s a growing conversation around the different challenges and expectations that women are subjected to. With those challenges come stress.
We wanted to show that Secret understands those modern day stressors and supports women during those moments. To do that we wrote scenarios that resonated with us (a female creative team) and also looked to the conversations happening in the world.
One topic we felt was particularly stressful is the recent transgender bathroom bills. We wanted Secret to take a stand for those women, and their stress just to feel comfortable in their own skin. And for a conservative company, they agreed and took the leap with us.
The bathroom spot was positively received in the LGBTQ community and was written up
Creative Directors: Caio Lazzuri, Justine Armour
Art Director: Danielle Delph
Copywriter: Claire Wyckoff
More coming in 2017!