Cabaret Premiere

The basis of most stereotypes is a biased attitude towards people who are different from you. Gender stereotypes occupy a separate stage: in society, there are clear distinctions of how men are allowed to behave and how women are. It is through them that the restrictions that society imposes on the individuality manifestation are most clearly visible.

Together with Vivienne Sabó, we decided to break the status quo and support the idea of freedom of expression. We were inspired by the drag queen culture - this culture is popular abroad, but in Russia only progressive media and bloggers have the courage to discuss it so far. The core of the campaign was a music video, where the creative team, inspired by the brand's mission, revealed the plot of getting acquainted with parents in a new way.

Result

400,000 video reactions (likes, comments, reposts)
13,500 user posts mentioning the brand and video
additional free coverage of 16 million people thanks to the viral effect
71% earned media viral reach