#ONTHEINSIDE

Title#ONTHEINSIDE
BrandLEVI STRAUSS & CO
Product/ServiceFASHION & APPAREL
Category F05. Cultural Insight
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
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.