I Touch Myself by J. Walter Thompson Sydney
Serena Williams is urging women to touch themselves to raise awareness for International Breast Cancer Awareness Month in October.
The 'I touch myself' campaign, conceptualised by J. Walter Thompson Sydney in partnership with Berlei, is a continuation of the broader 'I Touch Myself Project' launched by J. Walter Thompson in 2014.
As part of the campaign, the sporting superstar has recorded a version of the 'I touch myself' song, which will be released on social media as a music video directed by Daniel Askill, the Grammy-nominated director of Sia’s 'Chandelier' video. A 60’ version has also been developed for TV.
The track ‘I touch myself’ was originally recorded by celebrated diva Chrissy Amphlett of The Divinyls, who passed away from breast cancer in 2013. Amphlett wanted to help spread awareness of the importance of early detection of breast cancer and asked that her global hit become an anthem for women’s health around the world.
I Touch Myself Credits
Starring: Serena Williams
Director: Daniel Askill
Music Director: Charley Drayton
Chorus Harmony Vocal: Chrissy Amphlett
Music Producer/ Programmer /Mix engineer /Guitar/ Visual music arranger: Pat Thrall
Recording voice coach to Serena Williams: Koo Abuali
Original music track - I Touch Myself
Original Songwriters: Christina Amphlett, Tom Kelly, Billy Steinberg & Mark McEntee
Creative and Strategy: J. Walter Thompson Sydney
Executive Creative Director: Simon Langley
Associate Creative Director: Sinead Roarty
Senior Creative / Art Director: Alex Antoniou
Client Services Director: Ana Lynch
Senior Strategist: Heather Morrison
Social Media Strategist: Craig Mack
Account Manager: Ellie Sutton
Account Manager: Bronte Rohrig
Senior Producer: Amanda Slatyer
Senior Producer: Tracey-Lee Permall (Hogarth)
Microsite: Mirum Australia
Music Studio: Song Zu Sydney
Production Company: Collider
Executive Producer: Sara Greco - Strangelove
Producers: Lucy Bidwell & Lucy Pilkington
DoP: Todd Banhaz