# Mold-Breaking Ads The Laima Magazine Campaign Encourages a Confident Modern Woman By Meghan Young | Published 2013-01-17 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/laima-magazine-campaign References: [ibelieveinadv](http://www.ibelieveinadv.com/2013/01/laima-magazine-women/) & [not-perfect](http://www.not-perfect.com) The Laima Magazine campaign encourages women to [break out of the stereotypical mold](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman) perpetuated by a [patriarchal system](https://www.trendhunter.com/trends/empowering-jewelry-campaign). 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](https://www.trendhunter.com/trends/contemporary-femininity). 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. ## Trend Insights (Trend Hunter) - Score: 3.0/10 - Popularity: 22% | Activity: 59% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) > [Media](https://www.trendhunter.com/media) ## Key Themes ### What Makes This Trend Stand Out - **Embracing Feminism Trend:** Encouraging women to break out of traditional gender roles to explore their full potential. - **Body-positive Fashion Trend:** Promoting confidence and self-love through fashion, irrespective of body type or size. - **Empowering Advertisement Trend:** Inspiring people to challenge their limiting beliefs and take bold actions towards their dreams. ### Sectors Adopting This - **Fashion Industry:** Creating fashion lines that cater to the needs and preferences of modern women who seek comfort and style. - **Advertising Industry:** Designing and implementing advertising campaigns that promote and uplift women and other marginalized groups. - **Entertainment Industry:** Developing movies, TV shows, and music that showcase diverse and empowering role models to challenge outdated stereotypes. ## Related on Trend Hunter - [Satirical Feminist-Forward Ads](https://www.trendhunter.com/trends/underpaid-women.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Reimagined Building-Block Campaigns](https://www.trendhunter.com/trends/she-built-that.md) - [Creative Ad Responses](https://www.trendhunter.com/trends/kiehls-response.md) - [Feminine Rebellion Campaigns](https://www.trendhunter.com/trends/songs-of-siren.md) - [Empowering Woman-Inspired Campaigns](https://www.trendhunter.com/trends/how-lovely-to-be-a-woman.md) - [Anti-Sexist Beer Campaigns](https://www.trendhunter.com/trends/bad-t-to-good-t.md) - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Empowering Self-Care Pizza Ads](https://www.trendhunter.com/trends/food-women-selfcare-pizza.md)