VIVIENNE SABÓ CHANGES LOOKS ON GENDER STEREOTYPES IN RUSSIA

TitleVIVIENNE SABÓ CHANGES LOOKS ON GENDER STEREOTYPES IN RUSSIA
BrandVIVIENNE SABÓ
Product/ServiceMASCARAMascara Cabaret Prèmiere
Category C01. Social Film
Entrant SOCIALIST Moscow, RUSSIA
Idea Creation SOCIALIST Moscow, RUSSIA
Media Placement SOCIALIST Moscow, RUSSIA
PR SOCIALIST Moscow, RUSSIA
Production CHICKEN CURRY Moscow, RUSSIA
Post Production CHICKEN CURRY Moscow, RUSSIA
Credits
Name Company Position
Olga Tsygankova SOCIALIST Idea creation
Ekaterina Samotesova SOCIALIST Idea creation
Nataliya Ashomko SOCIALIST Idea creation
Anastasia Glebova SOCIALIST Idea creation
Grigoriy Shatohin Chiken Curry Scriptwriter
Alexander Gudkov Chiken Curry Scriptwriter
Vadim Seleznev Chiken Curry Scriptwriter

Write a short summary of what happens in the film

The film Is a video manifesto about freedom of self-expression. To make the story really engaging we had to make it with proper influencers and content makers. Those were the Chicken Curry team with its headliner Alexander Gudkov (member of the most popular Russian TV show "Vecherniy Urgant") and Cream Soda, trendy Russian music band. These people are known to challenge accepted norms and try to instill in society a positive attitude towards different forms of expression. The creative team took inspiration from brands mission and put a new twist on classic meet-the-parents dinner situation. In the video clip, a male dancer appears in front of his girlfriend's family in his stage persona, using Cabaret mascara for a make-up. Surprisingly for the viewers, he gets the warm response from the family, which usually Is not so expected for such an extravagant and controversial appearance In Russia.

Cultural / Context information for the jury

Beauty industry should inspire the freedom of expression, but in Russia, in fact, it mainly supports the judgmental sociocultural stereotypes of the good and the bad. Brands’ communication only adjusts people to clear standards and gives the installation of what is "good" and what should be condemned. All communication is cliched and none of the brands has a clearly articulated social position. At the same time, those who want to express themselves in a different manner, often face the negative reaction of the society. Anti LGBT laws, that were adopted in Russia, only complicated the situation and turned the society against those who express themselves any way, but traditionally. The non-standard expression is unofficially tabooed in Russia, and often those who go in this area – face the repressions.