Wrangler: advert-body-1 by We are Pi

Today sees the launch of #MoreThanABum, the new European campaign from Wrangler, starring Grammy award winner Kimbra and a range of inspirational female ambassadors from different walks of life. The campaign also features Olympic volleyball player, Francesca Piccinini, dancer and choreographer Nikeata Thompson, and transgender activist Paris Lees.

#MoreThanABum marks the launch of a new denim range called “Body Bespoke”, which breaks the rules and redefines the design process of women’s jeans by going against the fashion industry norm of using model proportions as the base for designs.

Ideas agency WE ARE Pi was challenged with creating a launch moment that would tap into cultural conversations about gender in a positive way, as well as going beyond a traditional approach to advertising women’s fashion, and denim in particular. A female-led team of creatives and strategists at the agency worked closely with Wrangler in order to create this rallying cry against female stereotyping.

The result is Ain’t About What’s Behind Me, a bespoke song composed by Kimbra, including samples of women saying the word ‘Bum’, available now on all Kimbra’s and Wrangler’s social channels. The simple, yet bold, message of the campaign is that it’s time to enact a change in the cultural conversation, away from simply aesthetics and towards a deeper understanding of achievement and aspiration.

A short film sees Kimbra speaking with four inspiring Body Bespoke ambassadors about being more than a bum. Italian volleyball player, Olympian and gold medalist Francesca Piccinini, British columnist and transgender activist Paris Lees, Polish music journalist and radio presenter Gabriela Drzewiecka, and British-German dancer and choreographer Nikeata Thompson all have in common a powerful standpoint they’re keen to make understood.