Victoria's Secrets Advertising Campaign

Business Challenge: Victoria's Secret is losing customers to modern, inclusive brands that highlight the body positivity trend. The brand desperately needs to find a way to retain customers, gain new audiences and win over the customers they had previously lost.
Key Insights: Women don't wear intimate clothes for the male gaze. They wear these clothes to feel comfortable. What if being comfortable did not mean sacrificing sexiness?
Big Idea: Victoria's Secret is rebranding itself. It's not about being sexy so that others see it; it's about loving your own skin in whatever you decide to wear. Victoria's Secret may still be a luxury brand, but it is for customers to treat themselves. At the end of the day, it's all about the customers- 'yourself'.