Secret supports women being fearless. Secret’s vision was to establish an emotional bond with the user via passion points that reinforced the brand’s core communication. This campaign captures that emotional connection with the consumer and adds the excitement of a record-breaking event in uncharted territory. The brand sponsored Diana as an advocate of fearlessness and Secret Clinical Strength Waterproof deodorant. The key element was deploying an engaging experience with interactive content in support of Diana’s goal (a 103 mile swim from Cuba to Key West without a shark cage). Facebook media and traditional media drive the centerpiece of the campaign, which features a Facebook hub that enables users to watch webisodic content and engage virtually with Diana and her crew. This engagement echoed in the marketplace to create 40,000 new “likes” in the first 8 hours.
Role : Art Direction