Mexico City, May 7, 2025. – In collaboration with Penguin Random House, Cheil México presents "Born Rebel," a powerful creative campaign that celebrates the authenticity, strength, and voice of girls from their earliest years, and their connection with previous generations of women who break the mold.

Starting from the premise that rebellion is not acquired but innate, Cheil México developed an emotive narrative that connects grandmothers and mothers with a new generation of girls who question stereotypes and forge their own path. Through physical and digital actions, the campaign reaffirms that rebellion is a genuine expression of those who refuse to be spectators of history.

"At Cheil, we believe that great ideas are born from great human truths. This campaign allowed us to amplify a powerful truth: that female rebellion is not something that simply became trendy, but has been building for decades and today allows us to envision a more equal future," commented Hugo Cabrera, Executive Director of Cheil México.

With "Born Rebel," Cheil México reinforces its commitment to building campaigns that not only inspire but also generate conversation about the issues that move new generations. The agency's creativity focused on making visible the stories of women who have defied traditional roles and have found in other women the inspiration to achieve it. To this end, the campaign featured the participation of authors such as Vania Bachur and Dara Cabushtak, urban artists like Nia Fase and Naths Ice, and content creators like Valentina Luján and Ally Books, who helped build a message that could resonate with girls as well as parents, educators, and society in general.

The campaign is part of an editorial strategy by Penguin Random House to relaunch the book "Good Night Stories for Rebel Girls," which since 2016 has helped encourage girls' imagination, confidence, and participation through stories of women who transform the world. The book, which has been translated into more than 50 languages, tells the stories of 110 extraordinary women who have dared to challenge norms, and is illustrated by 60 female visual artists, a fact that inspired the urban art actions that are part of the campaign.

The collaboration between Cheil México and Penguin Random House reflects the power of ideas when editorial passion combines with strategic creativity. Both companies share the goal of building messages that not only inspire new generations but transform the way girls and young women see themselves in the world.

"Born Rebel" is an example of how creativity can become an engine to drive positive cultural change and generate authentic emotional connections.