London-based agency FCB Inferno created a unique film inspired by the Maya Angelou poem “Phenomenal Woman” for the second phase of Sport England’s award-winning This Girl Can campaign.
The 90-second film, above, directed by Kim Gehrig through Somesuch, features footage of both women and girls being active and playing sports, set to the voice of Angelou reading her iconic poem.
The first This Girl Can film, created in January 2015, was synced to Missy Elliott’s rap song “Get Ur Freak On” and also directed by Gehrig. Both films were made to encourage sport and activity for women and to be an aspirational touchstone, following research that found a fear of being judged held many women back from being too active, according to Fast Company.
The magazine also reports that to date, the This Girl Can campaign has picked up more than 45 awards including Grand Prix at Cannes, APG and Eurobest and has helped build a This Girl Can community with 700,000 people to date having interacted with the brand on Twitter, Instagram and Facebook.
READ MORE: Fast Company