| Title | #ONTHEINSIDE |
| Brand | LEVI STRAUSS & CO |
| Product/Service | FASHION & APPAREL |
| Category |
B03. Print & Publishing |
|
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 |
| 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.
Women in Russia are perceived as defective, which limits their potential and affects psychological health.
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 outer side of the T-shirt represents public expectation of the female person and the inner (wrong) side reveals the truth and tells the stories of what’s going on in the minds and hearts of women.
The strong image of a piece of clothing turned inside out as a sign of the protest was supported by highlighting the elements of the wrong side of the clothes: seams, ties, tags, and other internal elements of clothing in the campaign materials. To join the movement the person needed to wear clothes underside.