Pymble Ladies’ College, a Sydney all-girls’ school, has launched an unapologetic new brand platform in collaboration with United Nations Women Australia, designed with female empowerment at its heart.
The campaign, by McCann, was led by the Pymble students themselves and features determined expressions combined with the statement “watch us change the world” – a departure from the images often associaed with all girls’ schools.
The portraits were shot and directed by renowed photographer Alina Gozin’a, who asked the women to display confidence and determination.
Kate Hadwen, Principle of Pymble Ladies’ College, said, “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 said, “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.”
Roshni Hegerman, McCann Chief Strategy Officer said, “we are very proud to deliver this kind of work for Pymble on International Women’s Day.”
“We also applaud the conviction at the Pymble to 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: Kelly Mancey, Emma Saville, Roshni Hegerman, Alina Gozin’a, Nikki Jones, Lucy Gavan, Ekin
Gunes, Elly Scales, Ellen Woods, Cinnamon Darvall, Harriet Darvall, Lauren Jennings, Edwin Concubierta, Christian Duffy,
Daniel Miller, Nick Withford, Michael Papageorgiou, Martin Vesely, James Greet, Cam Richardson, Ben
Coulson
