TRY REKLAME, Oslo / DNB BANK / 2019
“Run the World” by Beyoncé is the world’s most iconic female anthem. According to the artist herself, the song is meant to act as “a message which would give women strength.” Women run to the dance floor every time it’s played, and it’s been the symbolic soundtrack to many equality debates around the world.
So, in order to give women an important wake-up call, we decided to deface it.
With Beyoncé’s personal permission, we stripped the word “girls” from the song – removing the answer to the question “who run the world?”
The theme of the song is highly relevant to what we wanted to convey. That even though we might be able to sing about how women run the world, it’s not really true until we own it.
AMBIENCE D'ARCY ADVERTISING, Mumbai
2003, WESTERN UNION MONEY TRANSFER