When it came to the musical soundtrack, we knew that it needed to work with Maya Angelou’s voice and reading of her poem.

The advert took 2 years to come to fruition and goes on to build on the foundation set by the first campaign in 2015 by showing real women exercising and being carefree about it in the process. The campaign has already reached over 50,000 views on Youtube and has been show on national TV and in cinemas since late February. The advert has achieved over 195 pieces of coverage and a reach of over 2.76 million people across social media channels.

The advert has achieved over 195 pieces of coverage and a reach of over 2.76 million people across social media channels.

Careful crafting of music to voice and editing of the track to picture and a soundtrack that can inspire and engage.

Beth Ditto has the power and the strength to work as the right accomplice to Maya Angelou - a great adrenaline fuelled backbone and a killer hook and the important arc of the campaign.

We sought a call to arms and a celebration of women and discovered the Maya Angelou poem ‘Phenomenal Woman’, which we felt resonated with the picture and message of the campaign.