For International Women’s Day, a collaboration of Russian companies was launched to show how the concept of a “non-female profession” has been fading over the years.

Stories of female employees from Sber, SIBUR, OMK, CDEK, and Zvuk were collected and published on a dedicated landing page. Each story was paired with a historical fact about gender inequality and a question about the current state of affairs in these companies.

3D illustrations generated with AI visualized both the historical context and the professions of the participants, while the color palette and design elements reflected each partner brand’s identity. Flowers sprouting from factories and computers, alongside floating construction helmets and boxes, emphasized the balance of lightness and determination, tenderness and boldness, elegance and strength.

The participating companies continued to develop the visual style and use the illustrations in their own channels to promote the project. The campaign was featured in advertising project selections on Sostav and Forbes Woman, as well as in a joint promotion with BURO. In total, the project reached over two million people.

Make equal