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Meet Ad Age's 2. 01. Class of Women to Watch Europe Special Report: Women to Watch. Eva Santos. Chief Creative Officer, Proximity Spain.
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By Laurel Wentz. As one of only two female chief creative officers in Spain, Eva Santos used a data- driven approach to creativity to tackle childhood gender stereotypes for car client Audi and to skewer porn- induced misconceptions about female orgasms on behalf of an erotic products company."We understand the passions of people and try to create ideas that will change behavior," Ms. Santos said. "It combines a statistics mindset with a creative mindset."To promote Bijoux Indiscrets, a premium erotic accessories brand for women, Proximity Spain looked at how most Spaniards get their sex education. It comes from unrealistic porn, with 7. Spaniards believing what they hear is what a real orgasm should sound like."The falsity generated by porn affected sexuality," Ms. Santos said. "We asked women to record and upload the real sound of their own orgasms." An "Orgasm Sound Library" was created to offer a more realistic version of female pleasure. And a data visualization transformed each recording into a colorful, flower- like poster that was given as a gift to the sender."We didn't invest in media, it was more PR," Ms. Santos said. "The reaction was spectacular."For Audi, the agency analyzed why people believe high- end cars are for men, with women relegated to the passenger seat, "and we arrived at childhood," she said.
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