#ONTHEINSIDE

Title#ONTHEINSIDE
BrandLEVI STRAUSS & CO
Product/ServiceFASHION & APPAREL
Category A01. Consumer Goods
Entrant LEVI'S RUSSIA Moscow, RUSSIA
Idea Creation FRIENDS Moscow, RUSSIA
Credits
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
Nikita Bocharov Friends Moscow Copywriter
Elena Shilyaeva Friends Moscow Copywriter
Alexander Milyunas Friends Moscow Art Direction, design
Ksenia Ferapontova Friends Moscow Account Director
Alexandra Boettcher Friends Moscow Account Lead
Anna Giers Friends Moscow Account Manager
Nadezhda Morozova Friends Moscow Producer

Why is this work relevant for Direct?

At the time of the start of the advertising campaign, we created and sent to bloggers and media t-shirts turned inside-out with stereotypical statements. During the campaign we tracked brands and users who joined the movement. If they didn't already have Levi’s t-shirts they just turned inside out their own clothes. For their participation we sent them custom ones with stereotypes of their choice. Direct communication to young women has caused media noise in social networks and attracted the attention of all potential Levi’s customers who can afford the mid-range segment of clothing.

Background

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. Women in Russia are perceived as deficient, which limits their potential and affects psychological health. Our aim was to change the destructive norm of women’s perception of themselves using Levi’s international brand platform ‘I shape my world’. The brief was to find a real solution/instrument not only to raise awareness, but to change the situation.

Describe the creative idea (30% 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)

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 (20% 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.

List the results (30% of vote)

4,6 mln impressions on social media more that 2000 girl's stories in social media 400 t-shirts given to active participants of the movement and 400 more printed on request 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” 72+mln impressions in PR 500k$ worth of earned media