The term, high value women was coined to be an aspiration. It comes with a set of rules.

High value women take care of their appearance – with modesty; they are feminine – meaning pleasant, family-oriented and emotionally receptive; they are exclusive – they know something everyone can have has no value…

…essentially they are pure, submissive and faithful.

The term, high value women, was born in the 1950s.

The campaign by Ogilvy Spain for the Ministry of Equality, challenges the world to leave the past where it should be – behind. it coincides with International Women’s Day on March 8.

The campaign responds to a resurgence of sexism. It stars actress Ángela Molina, using irony to subvert the concept popularised on social media to perpetuate outdated gender roles, reaffirming feminism as an essential pillar of progress, freedom, and democracy.

The central goal of Women of High Value is twofold. On one hand, to empower women to reject imposed definitions, and on the other, to intelligently dismantle ultraconservative discourses that hinder progress.

“This campaign was born with a spirit of vindication. It is an invitation to fight against backward movements. Of course on March 8, but also on March 9, March 10… and every other day. Every day is 8M,” stated Guille Fernández and Pablo Poveda, creative directors of Ogilvy.

The campaign responds to a digital trend that promotes a regressive vision of the “high‑value woman”, associating her with delicacy or submission—an ideal disguised as modernity that fuels rejection of feminism. Ogilvy’s creative strategy uses irony and subversion to transform these viral clichés into a powerful message of autonomy and resistance. The concept is clear: in the face of backlash and denialism, we will not take a step back in defending equality.

The Women of High Value Spanish campaign will cover digital formats (40‑second and 20‑second videos for social media), television (20‑second spots in co‑official languages), radio ads, print media, and outdoor advertising (bus shelters, mupis, digital screens).

left: We will not be silent anymore

right: Let’s not allow the past to prevail

Credits:

Client: Secretariat of State for Equality and for the Eradication of Violence Against Women 
Client Team: Noelia Acedo & Ana Rosa Gómez

Agency: Ogilvy
Chief Creative Officer: Roberto Fara
Executive Creative Directors: Javier Senovilla & Juan Pedro Moreno
Creative Directors: Pablo Poveda & Guillermo Fernández
Creative Team: Izarbe Moreno & Pablo Piqueras
Client Services Director: Carmen Pablo        
Account Supervisor: Alicia Aranda
Account Executive: Blanca Grosso
Talent Manager: Clara Sanchís
Head of Social: Sofía Martínez 
Social Media Managers: Gema Martín and María López
Social Media Designer: Nerea Heredia
PR & Comms: Christian Martínez, Laura Cuenca, Paula González, Maria Alsina

Production: WPP Production 
Head of Audiovisual Production: Aaron Lago 
Executive Producer: Pablo Riaño
Producers: Fran Ruiloba & Jose Manuel Hidalgo

Production Company: Agosto 
Executive Producer: Belén Gayán
Producer: Olmo Heras
Director: Claudia Llosa
Director of Photography: Octavio Arias
Post‑production Coordinator: Alex Gigán
Editing: Rocío Pérez

Post‑production: WPP Production (Hogarth)
Head of Post‑production: Elena Nebreda
Post‑production Coordinator: Eva Miravete
Colourist: María Nualart
VFX Lead: Laura Pereyra 
VFX Artists: Laura Pereyra, David Sanchez, Arnau Alsina

Music Production & Sound Design: Isilik
Sound Studio: Iberian Media
Media Agency: t2o