TitleThe Chef
BriefThe goal of our project was to draw public attention to disrespectful treatment of female chefs in Russia.The mission of our project was to dispel the stereotype that the best chefs are men.To influence the attitude towards female chefs, we conducted a vote on the Usachevsky market for the best restaurant concept using a mobile application. The voting was carried out among the visitors of themarket who tried the dishes in our restaurants. The result of the vote helped determine the winners, who were mostly female chefs. So, we were able to dispel the myth that the only professionals in the kitchen are male.So, we were able to defeat the myth that professional chefs are male only.All words in Russian language have a gender assigned to them. We contacted dictionaries and added a new feminine gender for the Russian word Chef. For the first time ever, the LARGEST online dictionary of Contemporary Russian officially announced that the word “chef” can be used both in themasculine and feminine genders.
Agency
Campaign The Chef
Advertiser Usachevsky market
Brand Usachevsky market

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PostedJanuary 2021
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