| Title | #ONTHEINSIDE |
| Brand | LEVI STRAUSS & CO |
| Product/Service | FASHION & APPAREL |
| Category |
F05. Cultural Insight |
|
Entrant
|
LEVI'S RUSSIA Moscow, RUSSIA
|
|
Idea Creation
|
FRIENDS Moscow, RUSSIA
|
Credits
| 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 |
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.
Women in Russia are perceived as defective, which limits their potential and affects psychological health.