Women With Agency and an all-female creative team produce an ad in support of the not-for-profit movement

Women With Agency, a movement which is committed to the development of female-founded and run creative agencies, has launched a campaign to raise awareness of its work.

The campaign video highlights famous moments from women throughout history including 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.

The campaign was created by a team of female creatives including writer Melissa Kuttan, editor Kelly Perry, designer Kiki Sarafis, producers Victoria Conners and Noelle Jones, composer Angie Coffey, and Women With Agency founder Bec Brideson.

Coffey spoke about the music she composed for the campaign, stating: “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.”

Brideson said of the campaign: “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.”

Women With Agency is a not for profit movement working towards creating change at a government and corporate level to ensure female-owned business receive a larger share of procurement dollars.


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