The Laima Magazine campaign encourages women to break out of the stereotypical mold perpetuated by a patriarchal system. Instead of holing up in the home doing the chores, cooking food and other housewife duties, women should get dressed up and head out on the town. Whether its for a simple stroll, meeting up for coffee or heading out to a fancy dinner, the Laima Magazine campaign urges women to do it with stylish confidence.
Created by Not Perfect | Y&R, an ad agency based in Vilnius, Lithuania, the Laima Magazine campaign was art directed by Ed Nogueira with creative direction by Marius Lukosius. It depicts a wireframe statue of a housewife from which the modern woman breaks free of.