ugg boot 2

Creative idea

Make sexism sign senseless through new senses! In Ukraine we have an informal sign of the road sexism — stilettos in red triangle. The KLO, Ukrainian gas station chain, decided to change that, but we couldn’t tear off all these stickers from every single car — so we decided to make them pointless. On the International Women's Day, KLО introduced the #EqualityStickers on its gas stations. Now, this sign has only one meaning – the driver’s favorite shoes. Well, now everyone is equal on the road, regardless of the shoes you prefer.

Brand name: KLO
Advertiser / client: KLO gas station
Product / service: gas station
Campaign name: #EqualityStickers
Agency network: INDEPENDENT AGENCY
Agency: Michurin creative agency, Kyiv
Creative director: Dmytro Bolsunovskyi, Sergio Mykhailov
Copywriter: En Fitak
Designer: Sofiia Sizikova, Alexander Barsukov
Account director (agency): Dmytro Logginov, Julia Anikeeva, Maiia Mstoian
Client account director: Polina Tirska, Natalya Logginova
Strategic planner / strategist: Dmytro Bolsunovskyi, Sergio Mykhailov
Pr director: Anna Samoylenko