Daniel Craig as the international symbol of machismo, James Bond, goes through a dramatic transformation to help send a message about the inequalities that exist between men and women.

Directed by Sam Taylor-Wood and scripted by Jane Goldman, the video Equals was created for the Equals partnership, a coalition of charities brought together by Annie Lennox to celebrate the centenary of International Women’s Day on March 8th.

“Together we’re stepping up the call for an equal world. And we want you to join us.”

The voice-over is Dame Judi Dench reprising her role as “M.”