This Girl Can reignites the movement
The Sports England initiative returns with a punchy and authentic campaign created by 23red championing women from under-represented backgrounds.
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Credits
View on- Agency TGC COLLECTIVE
- Production Company RSA Films
- Director Priya Ahluwalia
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Credits
View on- Agency TGC COLLECTIVE
- Production Company RSA Films
- Director Priya Ahluwalia
- Producer Rebecca Becky Bishop
- Editing Final Cut/London
- Editor Alessandro Dordoni
- Post Production UNIT Studios
- Colorist Denny Cooper
- Music MassiveMusic/London
- Creative Director Sachini Imbuldeniya
- Creative Director Tristan Cavanagh
- Creative Darren Smith
- Creative Ali Omar
- Creative Lucy Pennock
- Creative Megan Revell
- Creative Rachel Lewis
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Credits
powered by- Agency TGC COLLECTIVE
- Production Company RSA Films
- Director Priya Ahluwalia
- Producer Rebecca Becky Bishop
- Editing Final Cut/London
- Editor Alessandro Dordoni
- Post Production UNIT Studios
- Colorist Denny Cooper
- Music MassiveMusic/London
- Creative Director Sachini Imbuldeniya
- Creative Director Tristan Cavanagh
- Creative Darren Smith
- Creative Ali Omar
- Creative Lucy Pennock
- Creative Megan Revell
- Creative Rachel Lewis
Sports England’s empowering This Girl Can initiative has fiercely returned with this uplifting new campaign, We Like The Way You Move, created by the TGC COLLECTIVE formed by 23red, part of Capgemini, together with House of Oddities, MMC and the Outsiders.
Based on research by Sports England highlighting a persistent gap in activity levels among women from lower social economic backgrounds, the vibrant spot, directed by Priya Ahluwalia through RSA Films, unapologetically champions under-represented women, particularly those from South Asian Muslim and Black communities, women aged 55-74, pregnant women and mothers with babies under one.
The campaign street-cast women from across England, celebrating the many ways they already move in their daily lives before pivoting to more intentional forms of exercise – from walks and family bike rides to using free outdoor park gyms, wheelchair rugby, walking football, boxing, pregnancy yoga and even laughing yoga.
All of this is brought to life against an empowering reimagining of BodyRockers’ iconic track I Like the Way, reworked as We Like the Way You Move by composer Amy McKnight and featuring vocals from rising UK artist, MORGAN.
