Wrangler: #MoreThanABum

Ask yourself what's the best way to sell a pair of jeans and most people would answer by saying it's the fit across the bum that's most important. 

In a bid to challenge the way jeans are designed and instead have them tailored to real women's rather than that of a model, WE ARE Pi has teamed up with Wrangler to launch the #MoreThanABum campaign to - you've guessed it - prove that it's not just how bums look in jeans, but the person that's wearing them that counts.

Helmed by Brett de Vos, the spot features Kiwi pop/jazz singer Kimbra who created a bespoke song, Ain't About What's Behind Me, inspired by bums with vocal backing from women saying the word.

Also starring a host of inspirational women - including Olympic volleyball player Francesca Piccinini, choreographer Nikeata Thompson and transgender activist Paris Lees - it's a sure fire way to get you up off your bum and boogieing to the tune, which is actually pretty catchy.

Follow the conversation via #MoreThanABum.