In collaboration with the United Nations Women Australia, Pymble Ladies’ College has launched a new unapologetic brand platform, designed with female empowerment at its heart.

The campaign by McCann is led by the Pymble students themselves and features determined expressions, combined with the provocative statement, 'Watch us change the world', a departure from the images usually associated with girls’ schools.

The portraits, shot and directed by renowned photographer Alina Gozin'a, asked the young women to display confidence and determination not often seen in girls’ school advertising.

Principal of Pymble Ladies’ College, Kate Hadwen says: "The campaign reflects our overarching goal, to equip our girls with the academic, emotional, social and digital intelligence required to grow and flourish as compassionate and influential young women, who are empowered to change their world for the better."

The college’s director of marketing, Kelly Mancey, says: "The new brand platform is deliberately provocative. It actively reflects our belief in our young women, and what their futures hold. It was developed to challenge perceptions and create interest in the benefits of a Pymble education.”

McCann chief strategy officer Roshni Hegerman says: “We are very proud to deliver this kind of work for Pymble on International Women's Day. We also applaud the conviction of the Pymble team to present this confident view of their young women. In a category that is very conservative, and almost always depicts students as just politely smiling children in straw hats, this work is brave. More than that, it is necessary in 2021.”