Creative Directors: Ashley Davis - Marshall, Matt Sorrel
Art Director: Danielle Delph
Copywriter: Zoe Hawkins
When Secret launched in Mexico, it came at the perfect time to tell female empowerment stories. The culture has long been governed by a machismo outlook where women aren’t taken seriously and are expected to only marry, be mothers and look attractive. Most recently, the younger generation of women have been fighting back these expectations and choosing their own futures.
So, to introduce Secret, we found stories that were particularly stressful and relatable for these young Latina women.
- Telling their family they are moving in with their boyfriend (it’s expected that they live with their family until married)
- Being single and renting their own place (you would never do this, without being married)