Women With Agency unveils new ‘Women Run’ campaign led by Female Creative Team
Women With Agency has just released ‘Women Run’, an inspiring promotional campaign to increase awareness around the work the gender equality firm does in order to support the growth and development of female-founded businesses globally.
The campaign features fearless women leading change around the world, and was headed up by a team of female creatives, including writers Melissa Kuttan and Bec Brideson, editor Kelly Perry, designer Kiki Sarafis, producers Victoria Conners and Noelle Jones, and composer Angie Coffey. It has launched across Women With Agency’s social channels.
With the aim to highlight the calibre of diverse and resilient female leaders effecting worldwide change, famous faces spotlighted include New Zealand Prime Minister Jacinda Ardern, Swedish climate change warrior and Nobel Prize nominee Greta Thunberg, advertising legend Cindy Gallop, Australian jockey Michelle Payne and scientist Jane Goodall.
‘Women Run’ is set to a stirring title, composed and produced by Coffey, which plays an integral role in supporting the empowering campaign footage.
Says Coffey: “It’s about channelling a musical idea and finding that kernel which one recognises as having the right emotional tone. This ‘DNA’ generates the entire piece, absolutely everything flows from it. In my opinion, the most powerful musical works throughout history are generated from one simple motif. From there, one can develop, amplify and project those emotions so they resonate with the audience.
“We recorded vocalist Janine Maunder, and to ramp up the rebellion, added the crowd chants whilst layering in other edgy sounds. Janine’s clear, touching and powerful voice was chosen for having the perfect tone, and the tempo and driving tribal beat create a sense of drama and urgency.”
The music was recorded in collaboration with Simon Lewis who captured the ‘Women Run’ chant, as it gets progressively louder and dials up the temper throughout the track. Featuring literally hundreds of voices, Coffey completed the track alongside Daniel Frankel, of Dare Music, who balanced out and enhanced all of the sounds by performing the final mix and production.
Says Bec Brideson, founder, Women With Agency: “I am very proud of the talented women who have come together to work on this project. In particular, Angie’s work as a composer was so important to the integrity of the film and her track supported our visuals with poise and strength.
“The work our firm does to support the growth and development of female-founded creative agencies, by ensuring they are included on pitch lists, continues to champion change and this campaign is testament to the creative firepower women working together are capable of achieving.”
To listen to the extended version, click here.
Client: Women With Agency
Writers: Bec Brideson & Melissa Kuttan
Title Designer: Kiki Sarafis
Editor: Kelly Perry, LittleRiver.tv
Producer: Victoria Conners & Noelle Jones, The Producers
Original Soundtrack Composed & Produced: Angie Coffey, Loud Crowd Music
Vocals: Janine Maunder
Sound Engineer: Simon Lewis
Sound Mix: Daniel Frankel, Dare Music
Sound Effects: Front Of House
48 Comments
Bloody love this. Well done all.
Umm… did they pay Jacinda, Jane, Madonna, Cindy, Greta, Michelle, etc for appearance in a commercial? Or any of the women pictured on their website? Or AMC for the use of the image of Peggy Olsen from Mad Men? Or Elisabeth Moss for her brilliant portrayal of a woman trying to make it in this male-dominated industry without getting her fair dues for her hard work? Or is all this exploitation of women in media?
By all means, we need organisations like this, but we have to play by the rules. We can’t exploit other women. Otherwise, we might as well be men.
Where do you think they should get the money to pay those other underpaid women from?
Good on you Bec and co.
Jacindski? The only reason she’s in there was because an old man didn’t want the opposition to get into power.
Oh…sorry must stick with the narrative. She’s powerful.
It would be massively off-brand if usage fees were not paid. My issue is relevance. All inspiring women sure, but I’d have preferred to see the industry women are running their own agencies or creative businesses. There’s plenty of great (and way more relevant) women to be inspired by.
It’s all getting a little tedious.
Powerful and empowering Bec, congrats!!! An inspirational celebration of these magnificent women and certainly not exploitative as one comment suggested.
Nice animatic.When will we see the real,finished film?
Love the message. But if this is in fact just a hype reel for the agency, as it seems to be, then I’m disappointed to say the least.
The inspiring women featured in the film wouldn’t have been paid or even asked for permission for usage. In which case, they themselves have been exploited. Making this a further example of the very exploitation the agency contends to be against.
Misguided, to say the least. Hope it doesn’t lead to usage or legal issues for what I’m sure is a well-intentioned effort.
Looks, sounds and feels amazing!!!
Are you kidding, `femme fatale’ and `sexploitation’?! Are you seriously suggesting that for the purposes of constructing this brilliant, inspirational consciousness-raising portrait of feminism, that the use of the images of each individual woman should be paid for? Do you honestly think these extraordinary women would feel exploited finding their image included in this kaleidoscopic depiction of female empowerment? I doubt it because it’s about pushing back against the misogynism and sexism that many would’ve contended with in building their successful careers. It’s a positive message that you both seem intent on neutralizing, even denigrating, to match your innate mean-spirited responses to a beautifully crafted piece of work. `We can’t exploit other women. Otherwise, we might as well be men’ – Oh, come on!!!
Um – pretty sure this is an ad – for an agency. So yes, the talent should be paid. Otherwise they’re just being exploited under the guise of being part of some ‘brilliant, inspirational consciousness-raising portrait of feminism’. When in reality, they’re just free labour. In a bad ad.
Can someone from The Producers please put this issue to rest? Did the women leaders featured (or their estates) give permission for their images to be used in a promotional video about supporting women in leadership? Gawd I hope so. And @Oh!ComeOn if you don’t see an issue, you might be part of a larger problem.
Another bloody woman cashing in on my hard work. Just wait til I tell Oprah and Madge about this one.
Too late Jacinda
https://youtu.be/w89tivkd0bk
Australia wow! Was just speaking with Serena and we wondered if Andrew Bolt is having too much influence on your toxic culture.?
Hey, I’ve got a great idea. Why don’t we audit all the ads out there to check that talent has been paid for, starting with those that are actual ads and not promotional videos for a worthy cause?!!
Hey bitches pay up. I’m telling Malala to get the best legal on this one.
Script-writers! Gather round this site… the toxic misogyny from the 50s culture is STILL! HAPPENING! IN! AUSTRALIA! This thread is gold… MAD MEN season 8 here we come. In the first scene we see Don Draper answering to his 148 cases of sexual harassment…
Now put your toys back and stop throwing them around!!
Women love to be part of any kind of movement that support and elevate other women. Why are you presuming that these women, many of whom have made a living out sharing the stories and achievements of others, would be anything but elated to be part of this? I know I would.
Like all great large ball sacks our job is to shut down these shitshow of sheilas and silence them before their voices are loud enough to expose our skeletons. Speaking of bones!!!
“Only 1% of procurement contracts go to women-owned businesses. Let’s change that.”
“Women With Agency simply asks that clients lead the way and include female-founded business from our registry lists to pitch for your business during an open pitch – and to let their work, effort and ideas decide the rest. We are a not-for-profit movement helping raise awareness of the systemic issues. ” https://womenwithagency.com/
“Women With Agency is ensuring that women-owned business can truly compete in a meritocracy. In the same way that progressive companies recruit 50/50 without gender-bias, lets see pitch procurement policy catch up too.”
Many defensive posts here saying that it’s okay for women not to pay or seek permission from other women simply because “it’s a good cause”.
And that the women featured would be “elated” to be used for this promo. Really? Did anyone ask?
Why would you assume otherwise ‘Hit the nerve’, why is it of particular interest in this case as to whether the women were paid, what about all of the other commercials out there- how about you go and enquire about them too? I agree with ‘Light bulb moment’ on this. And why not focus on how brilliant this campaign is instead?
I am all for getting any minority owned business a leg up in procurement but this film is not “brilliant” just because the women in it are. And the question of whether the women were asked/paid may be a side issue, but it is relevant in a film celebrating women’s power. Please forgive my curiosity. I do genuinely hope the people behind the film are all covered.
Certainly, @Hit the nerve, it isn’t brilliant just because of the women in it, but due to the concept and execution also. And I really wouldn’t be overly concerned about those things which preoccupy you, instead I’d throw energy behind this tremendous cause, this is how you can really show your support for women in a practical way.
The concept is a pastiche and the execution is an animatic.
Couldn’t agree more. It is a terrible piece of film which looks like a slide show that features truly inspirational women. It is a promotional piece for one person’s agency that, quite frankly, highlights perfectly an inability to deliver a particularly creative product.
@Hit a nerve: To clarify, the intended meaning in my previous post was to convey that I think this is a beautifully crafted and powerful piece of work, so we completely disagree on this. The women, idea and execution are all brilliant. Sadly it seems obvious that whoever you are, you’re not behind this campaign at all.
I’m a victim. Can I have some business?
Your fawning eagerness to like this is palpable. But when you use the phrase ‘beautifully crafted’ against this appalling mess, it completely negates whatever you say. This looks like a privileged private school student’s humanities project. Hmm.
@ The reality: It is, in fact, your eagerness to hate this which is palpable, in criticising and attempting to tarnish this powerful piece of communication.
Anyone would think these women had no budget.
Oh wait..,
I can’t believe the passive nastiness and overt levels of aggression toward women in this industry. Nor why the men commenting have to hide behind pseudonyms. There are no women on Madison Ave for a reason. And the bullies in this comment thread will discombobulate trying to convince you it’s about creativity and talent. Eventually in time the truth will surface and the imbalance of power will be redressed. The data points of inequality are irrefutable facts and we all deserve better -our sons do, our daughters do.
@calling it Back when I was at boarding school there were victims and victors. Victims didn’t get the appropriate tools to change. Nor did they get the right help and instead went on to create the same behaviours and leave a trail of destruction. Victors on the other hand – set about changing the way the world works. Which one are you?
If you don’t like what these women are doing to improve the status quo – why don’t you simply ignore them?
This is brilliantly and inspiring and the trolls on this thread need help.
@Femme Fatale, @Hit a nerve, et al: are you going to continue to perpetuate this problem or be part of the solution, hmmm?
I think the issue here really is this – you watch this film as a woman (or a man hopefully) and you start to get into it and enjoy it as a nice hype film for feminism and empowerment. BUT – then you get to the end and realise it wasn’t that. It’s actually an ad for Women with Agency. So suddenly you go -er – hang on… So you’ve used all those images and personal brands for your own self promotion? It’s a bit icky. This would have been better kept as a hype film for feminism, brought to you by Women with Agency, not an ad for them – that’s why it’s strayed into murky, and I agree, slightly legally dodgy, territory.
@actually such a shame for someone who is dedicated to attacking the #womenwithagency movement you’ve missed the reason why it actually exists. Maybe check out the website womenwithagency.com Read the about page, the FAQS, the UN report. Get yourself educated.
It will be better for everyone if you use your energy to make intelligent use of your time. And why not take Bart’s advice and simply choose not to engage. Enlightenment awaits you. Choose it.
Legally dodgy territory? Take it from a professional there’s no slightly legal dodgy behaviour from this lot but there are many other things you could focus on @actually.
If you are so concerned about the “dodgy legals” maybe contact the women and share your concern for their legal rights.
https://www.google.com/amp/s/www.nytimes.com/2019/05/01/business/australia-sexual-harassment-nondisclosure-agreement.amp.html
#waivetogether
The braying anti-man vitriol, hysterical defense of creative mediocrity, bad craft and refusal to see and critically analyse another’s pont of view, or ideas bodes badly for any counter opinion I may have about your work, should we ever work together. Which I asure you after this debacle, wil never, ever happen.
Wow, amazing soundtrack! So powerful… congrats Angie!
Wooooah I’m disappointed and taken aback by the sentiment in many of these posts. Please support WWA. I’m signing off now and won’t be looking at this thread again, thanks.
Nice one ladies, I’d proudly work along side you. You know what happened to the dinosaurs…extinction. Keep up the great work.
Cats forced into fighting with a vicious dog with a nasty bite