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.

Clothing, apparel
Russian Federation

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 c

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