Fairy tales are based on unequal gender roles in every culture. They portray obvious stereotypes; desperate princesses, hero prince charmings... For an equal future, we had to change this narrative. Five famous fairy tales were retold from a gender-equal perspective. In cooperation with child psychiatrists "The Fair Tales" came into life with brave princesses and fair princes. Books were distributed at Odeabank branches and delivered to schools & teachers.
Creative Direction | Art Direction