Campaign details
Brand: Levi’s Russia
Agency: Friends Moscow
Market: Russia
Challenge and business objectives
Russia faces an ongoing issue of stereotyping across demographics and one of the largest groups at risk of discrimination is its young female population. To address this and demonstrate its support and solidarity for the country’s women, Levi’s has collaborated with Friends Moscow to create #OnTheInside.
Insight
“When we interviewed young Russian women in the 16 to 25-year-old age bracket, it quickly became apparent that they felt many popular brands couldn’t relate to them or failed to understand their problems. Moreover, respondents...