Title	#ONTHEINSIDE
Brand	LEVI STRAUSS & CO
Product/Service	FASHION & APPAREL
Category	G05. Cultural Insight
Entrant	LEVI'S RUSSIA Moscow, RUSSIA
Idea Creation	FRIENDS Moscow, RUSSIA

Name	Company	Position
Vladlena Kornilova	Levi’s	Brand Manager
Kirill Bondarenko	Levi's	Marketing Director
Elena Dernova	Friends Moscow	Creative Director
Ksenia Ovchinnikova	Friends Moscow	Strategic Lead
Elena Shilyaeva	Friends Moscow	Copywriter
Nikita Bocharov	Friends Moscow	Copywriter
Alexander Milyunas	Friends Moscow	Art Direction, design
Alexandra Boettcher	Friends Moscow	Account Lead
Anna Giers	Friends Moscow	Account Manager
Ksenia Ferapontova	Friends Moscow	Account Director
Nadezhda Morozova	Friends Moscow	Producer

Why is this work relevant for Brand Experience & Activation?

We needed to communicate what brand Levi’s stands for by changing the destructive norm of women’s perception of themselves using brand platform ‘I shape my world’. Social media is the perfect platform for opinion sharing and social movements against gender prejudice. We kicked off the project with local influencers and engaged with young women in social media activation. #OnTheInside then became a social media campaign where women turned T-shirts inside out to share their personal stories of overcoming gender prejudice. Thousands of stories were shared. Digital activation format gave us the opportunity to engage with larger audiences via native mediums.

Background

In Russian society, patriarchal stereotypes are pretty much alive and well-spread. Stereotypical thinking is reflected in our language. For example, several expressions are circulated and repeated as behavioral norms or rules for girls and women ー “A girl should...". If a girl doesn't act in line with these standards, she will be considered not feminine enough or the rotten apple. Women in Russia are perceived as deficient, which limits their potential and affects psychological health. In Russia Levi's has a strong position on the market in the mid-range segment and is perceived as an eco-conscious brand, but at the same time it has low connection with its’ second crucial asset — helping women. So brands goal was to increase the image indicators of a socially responsible company that takes a stand towards women empowerment.

Describe the creative idea (20% of vote)

We launched the first-ever anti-gender bias apparel line #ontheinside. Because it's not always easy to speak out — we printed statements of silent protest on the inside of T-shirts.

Describe the strategy (20% of vote)

Young women under 35. Every woman carries with her dozens of labels, both on the outside and the inside pinned onto her by culture, society, and upbringing. Not a single one of these labels reflects reality. Still, even today, we bear them silently. And if silence is a sign of consent, then Levi’s suggests to speak up.

Describe the execution (30% of vote)

We kicked off the project with local influencers in Moscow and it spread around the country. #OnTheInside then became a social media campaign where women turned T-shirts inside out to share their personal stories of overcoming gender prejudice. To support mental health amongst women, Levis collaborated with the therapy service Yasno to provide free therapy sessions with councillors. Levis x Yasno supported every woman in need, fighting against gender-based oppression.

List the results (30% of vote)

72+mln impressions in PR 500k$ worth of earned media 4,6 mln impressions on social media More that 2000 girl's stories in social media an 18% increase in desire to buy Levi’s clothes compared to previous quarter a 14% increase in brands’ perception on being responsible for future generations 19 points increase in “brand that inspires me” 400 t-shirts given to active participants of the movement and 400 more printed on request

Please tell us about the cultural insight that inspired the work

In Russian society patriarchal stereotypes are pretty much alive and well-spread. Stereotypical thinking is reflected in our language. For example, several expressions are circulated and repeated as behavioral norms or rules for girls and women ー “A girl should...". If a girl doesn't act in line with these standards, she will be considered not feminine enough, or the rotten apple.