ARE YOU CONFIDENT?

Consumers were living in tension, anxiety, and dread during the worst moments of the pandemic. Women seeking to return to the familiar also needed to embolden each other and unite to take on high stress moments created by living in a patriarchal society. We created a campaign that focuses on empowering women by supporting them as they live on the cusp of a massive cultural shift, openly rejecting the “molds” society has created to direct them towards gender-biased roles, specifically through the apparently innocent question “Estas Segura?” which is asked to women who take on academics or activities outside of those gender roles. The brand encourages women to stay true to themselves, rather than who they are expected to become –and stay fresh as they face stressful moments.

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