Description

Often, influenced by stereotypes, women do not consider working as taxi drivers. And the phrase “woman behind the wheel” is still perceived as synonymous with poor driving, as demonstrated by the “shoe” sign. We built a campaign around this image, which is understandable to everyone, while summarizing all the prejudices about women drivers.

The idea: “Let's remove stereotypes about women drivers.”

Women from different professions support female drivers and discuss the “shoe” sign in their work situations, demonstrating the absurdity of gender labeling: “Maybe I should stick one on before performing coronary bypass surgery?”

A 360 campaign that inspires people to reject the stereotypes that have “stuck” to female drivers and forget about the “shoe” sign.

In the commercial, successful women from different professions come together to show the absurdity of such stereotypes and support female drivers.

Olympic snowboard champion Maria Vasiltsova, stand-up comedian Anastasia Venevitina, and yacht captain Kristina Avdeeva took part in the project.

On the project website, you can learn more about opportunities for cooperation with Yandex Pro in an interactive format: “peel off” the “shoe” stickers, which reveal information about the advantages of working as a taxi driver, and read the stories of female drivers.


We created a special liquid for removing stereotypes and posted it on Yandex Market to truly erase these symbols from cars. Instead of a product description, we posted a manifesto in support of female drivers.

And on March 8, together with the girls, we dismantled the installation in the form of a shoe sign, replacing stereotypes with flowers.

Credits

Creative Directors: Artem Tsaregorodtsev (Zebra Hero), Maria Chaklina (After Agency), Denis Kolesov (Zebra Hero)
Strategic Director: Alena Kovalchuk (After Agency)
Art Director: Alexander Vlasov (After Agency)
Designer: Yana Antipenko (After Agency)
Production Director: Andrey Paukov (Zebra Hero)
General Director: Lena Samoilova (Zebra Hero)
Account Director: Anna Gubareva (Zebra Hero)
Executive Producer: Natalya Tormosina (Zebra Hero)