| Title | THE CHEF |
| Brand | USACHEVSKY MARKET |
| Product/Service | USACHEVSKY MARKET |
| Category |
F01. Local Brand |
|
Entrant
|
ART UNION Moscow, RUSSIA
|
|
Idea Creation
|
ART UNION Moscow, RUSSIA
|
|
PR
|
EXPLOSIVE PR Moscow, RUSSIA
|
Credits
| Dmitriy Senderov |
Art Union |
CEO |
| Vitaliy Gevorkyan |
Art Union |
Executive Creative Director |
| Mikhail Goryaninov |
Art Union |
Executive Creative Director |
| Egor Gournik |
Usachevskiy Market |
Director |
| Nikita Senderov |
Art Union |
Chief Creative Officer |
| Olga Popova |
Art Union |
Copywriter |
| Mariya Nesterenko |
Art Union |
Agency Producer |
| Anna Usacheva |
Art Union |
Art Director |
| Oleg Egorov |
Art Union |
Producer |
| Vladimir Konarev |
Art Union |
Video Director |
| Aleksandr Nosovskiy |
Art Union |
DOP |
| Roman Maslennikov |
Взрывной PR |
CEO |
| Aleksandr Andrianov |
Взрывной PR |
PR Manager |
| Julia Khramchenkova |
Взрывной PR |
PR Manager |
| Andrei Filatov |
Взрывной PR |
PR Manager |
| Anfisa Sultanova |
Взрывной PR |
PR Manager |
| Ilnur Haev |
Взрывной PR |
PR Manager |
| Anton Regitov |
Взрывной PR |
PR Manager |
| Alexandr Bersenev |
Взрывной PR |
PR Manager |
Please tell us about the brand in relation to the locality or market where the product / service is distributed
Usachevsky Market is a popular place in Moscow, with more than 30 best restaurants and cafes with
different national cuisines.
The goal of our project was to draw public attention to disrespectful treatment of female chefs in Russia.
The mission of our project was to dispel the stereotype that the best chefs are men.
We interacted directly with our visitors through tastings and further calls for e-voting for
the best restaurant concept. The vote helped determine the winners, who were mostly female chefs.
So, we were able to defeat the myth that professional chefs are male only.
All words in Russian language have a gender assigned to them. We contacted dictionaries and added a
new feminine gender for the Russian word Chef. For the first time ever, the LARGEST online
dictionary of Contemporary Russian officially announced that the word “chef” can be used both in the
masculine and feminine genders.