It's 20 years since the Spice Girls rose to fame with the song "Wannabe" and their "Girl Power" mantra. Now the United Nations' "Project Everyone," masterminded by director Richard Curtis, is paying homage to them with a video featuring the song, encouraging women to lobby for their rights.
The project's latest film to promote the UN's Global Goals highlights women asking for "what they really want," including equal pay, education and an end to forced marriage and violence against women. It features dancers from countries including Nigeria, India and South Africa, as well as the U.K. and U.S., high kicking and cavorting in Spice-Girls-style (with a nod to their '90s dress sense as well) but in locations including classrooms, markets and dusty streets. It was directed by MJ Delaney at Moxie Pictures, and will be shown in cinemas around the world.
The film is a call to action for a social media effort encouraging women around the world to share photos of themselves with the #WhatIReallyReallyWant hashtag, holding up signs asking for the things that they want for girls and women.
Project Everyone Co-Founder Gail Gaillie told Creativity: "We made this ad not only to send an important message to world leaders about the importance of prioritizing girls and women in the Global Goals, but also to lead by example with a quality piece of storytelling devised, produced, directed by -- and starring -- powerful women. Gender Equality will only be achieved if we have equal participation of women and girls at all levels of decision making, creative industries included."