Levi’s: #OnTheInside

Levi's, a clothing brand, increased brand consideration in Russia by launching a range of limited edition t-shirts featuring powerful slogans to highlight discrimination against women.

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...

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