This campaign, one can only hope, is representative of how all young women feel today and will every day that follows it. It’s a campaign by McCann, led by Pymble Ladies’ College in collaboration with the United Nations Women Australia.
What it aims to do is make women know that they have what it takes to do and be whatever they want to be. Because women need to know this.
The campaign film features determined expressions, combined with the provocative statement, Watch us change the world, a departure from the images usually associated with girls’ schools.
The portraits, shot and directed by renowned photographer Alina Gozin’a, asked the young women to display confidence and determination not often seen in girls’ school advertising.
Principal of Pymble Ladies’ College, Kate Hadwen, stated, “The campaign reflects our overarching goal, to equip our girls with the academic, emotional, social and digital intelligence required to grow and flourish as compassionate and influential young women, who are empowered to change their world for the better.”
The College’s director of marketing, Kelly Mancey, added, “The new brand platform is deliberately provocative. It actively reflects our belief in our young women, and what their futures hold. It was developed to challenge perceptions and create interest in the benefits of a Pymble education.”
McCann chief strategy officer, Roshni Hegerman, noted, “We are very proud to deliver this kind of work for Pymble on International Women’s Day. We also applaud the conviction of the Pymble team to present this confident view of their young women. In a category that is very conservative, and almost always depicts students as just politely smiling children in straw hats, this work is brave. More than that, it is necessary in 2021.”
CREDITS
Client: Pymble Ladies’ College (in support of United Nations Women Australia)
Agency: McCann
Contributors: Ellen Woods, Kelly Mancey, Emma Saville, Roshni Hegerman, Alina Gozin’a, Nikki Jones, Lucy Gavan, Ekin Gunes, Elly Scales, Cinnamon Darvall, Harriet Darvall, Lauren Jennings, Edwin Concubierta, Christian Duffy, Daniel Miller, Nick Withford, Michael Papageorgiou, Martin Vesely, James Greet, Cam Richardson, Ben Coulson.
