Wrangler "#MoreThanABum" by We Are Pi

Amsterdam-based We Are Pi has created a controversial campaign for jeans brand Wrangler that has been attracting criticism on social media.

The work uses the tagline "#MoreThanABum" and features musician Kimbra mixing samples of women saying "bum" into a music track.

While the campaign is intended to empower women, Wrangler's Facebook page has been receiving messages accusing it of sexualising women by focusing on their rears.