RACHEL + MICHAEL
creative team
WORK
YEGNA - ENDESWA ('LIKE HER')

Yegna are an Ethiopian girlband who challenge the way people think about girls - and the way girls think of themselves. Before Yegna, girls in Ethiopia didn't even know what a period was.

Our idea for their music video Endeswa was to have men celebrate and support the women of Ethiopia, from athlete Tirunesh Dibaba to the ladies that walk 7 hours every single day to fetch water, in worn down flip flops. This powerful concept disrupts and transforms the status quo of gender roles in Addis Ababa, as the men usually have their feet up at home in front of the telly watching the footie.

Having one of our childhood heroes embrace our challenging concept for Endeswa made us really realise our job is amazing. We are very, incredibly, 5-leaf-clover-lucky and a million percent grateful for the powerful imagery Wonder Woman Sophie Muller directed, and her trusty sidekick Robbie Ryan captured.

Agency: BMB
Creative Director: Jay Pond-Jones
Director: Sophie Muller
D.O.P: Robbie Ryan