| Title | #ONTHEINSIDE |
| Brand | LEVI STRAUSS & CO |
| Product/Service | FASHION & APPAREL |
| Category |
B01. Brand & Communications Design |
|
Entrant
|
LEVI'S RUSSIA Moscow, RUSSIA
|
|
Idea Creation
|
FRIENDS Moscow, RUSSIA
|
Credits
| Nikita Bocharov |
Friends Moscow |
Copywriter |
| Alexandra Boettcher |
Friends Moscow |
Account Lead |
| Kirill Bondarenko |
Levi's |
Marketing Director |
| Elena Dernova |
Friends Moscow |
Creative Director |
| Ksenia Ferapontova |
Friends Moscow |
Account Director |
| Anna Giers |
Friends Moscow |
Account Manager |
| Vladlena Kornilova |
Levi’s |
Brand Manager |
| Alexander Milyunas |
Friends Moscow |
Art Director, designer |
| Nadezhda Morozova |
Friends Moscow |
Producer |
| Ksenia Ovchinnikova |
Friends Moscow |
Strategic Lead |
| Elena Shilyaeva |
Friends Moscow |
Copywriter |
Cultural / Context information for the jury
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.
We needed to communicate what brand Levi’s stands for by changing the destructive norm of womens' perception of themselves using Levi’s international brand platform ‘I shape my world’. It's not always easy to speak out in patriarchal society and that's why we printed statements of silent protest on the inside of T-shirts.
Tell the jury about the art direction.
The approach was to give women the platform to express their thoughts and voices. This idea came to life in the form of a symbolic gesture — girls were turning clothes inside out to reveal what they feel and think about gender-biased social norms and stereotypes. The design concept was to reflect the perception of women by society and how women feel and want to live.
The outer side of the T-shirt represents public expectation of the female person and the inner (wrong) side reveals the truth and tells stories of what’s going on in the minds and hearts of women.