Serena Williams is a sports icon familiar to almost every household across the globe. She’s not just a brilliant athlete, but also someone with a melodious voice. In a bid to kick off the Breast Cancer Awareness Month, a bare-chested Serena released her rendition of Divinyls’ famous song – I Touch Myself for Berlei.
Serena’s breathtaking performance not only presents a meaningful message but also acts as a tribute to Chrissy Amphlett. I Touch Myself is a powerful example of heartfelt activism that hits home.
The digitalized version of Serena’s performance was curated by JWT-Sydney and broadcasted under Berlei’s breast cancer awareness campaign. By stepping out of her comfort-zone, Serena urges other women to self-check for lumps in their breasts from time-to-time. In a report by WHO, it is stated that almost 15% of cancer-related deaths in women have been attributed to breast cancer; Therefore, it isn’t an issue to be taken lightly. As said by Serena herself, early detection can significantly reduce the risk of mortality associated with this disease.
Judging by Serena’s responsible demeanor towards the cause and the associated response by the public, it can be fairly stated that Chrissy Amphlett’s legacy, Project I Touch Myself, is receiving the treatment it deserves!
Campaign website: https://itouchmyself.org/#
Starring: Serena Williams
Director: Daniel Askill
Music Director: Charley Drayton
Chorus Harmony Vocal: Chrissy Amphlett
Music Producer/ Programmer /Mix engineer /Guitar/ Visual music arranger: Pat Thrall
Recording voice coach to Serena Williams: Koo Abuali
Original music track – I Touch Myself
Original Songwriters: Christina Amphlett, Tom Kelly, Billy Steinberg & Mark McEntee
Creative and Strategy: J. Walter Thompson Sydney
Executive Creative Director: Simon Langley
Associate Creative Director: Sinead Roarty
Senior Creative / Art Director: Alex Antoniou
Client Services Director: Ana Lynch
Senior Strategist: Heather Morrison
Social Media Strategist: Craig Mack
Account Manager: Ellie Sutton
Account Manager: Bronte Rohrig
Senior Producer: Amanda Slatyer
Senior Producer: Tracey-Lee Permall (Hogarth)
Microsite: Mirum Australia
Music Studio: Song Zu Sydney
Production Company: Collider
Executive Producer: Sara Greco – Strangelove
Producers: Lucy Bidwell & Lucy Pilkington
DoP: Todd Banhaz
This Campaign is about:
Serena Williams, Berlei, Athlete, Sport, Breast Cancer Awareness, I Touch Myself, Chrissy Amphlett, Digital Campaign, Bra, JWT, J Walter Thompson