Georg Jensen Eschews Models for Strong, Inspirational Real Women

Campaign by Forsman & Bodenfors Says You Can Never Be "Too" Anything

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Editor's Pick

Georg Jensen, the jeweller and silverware brand, eschews models in favor of real-life, inspirational women in this new spot from Forsman & Bodenfors with a strong feminist message -- you can never be "too much" of anything.

The women -- "The Night Manager" director Suzanne Bier, top chef Dominique Crenn, comedian Sarah Kendall, boxer Cecilia Braekhus and Iranian motorcross rider Behnaz Shafiei -- are filmed at work, looking sleek and glamorous in their Georg Jensen accessories but strong and tough, like they wouldn't take no for an answer. The voiceover lists all the things that women are sometimes told they are "too" -- demanding, loud, provocative ambitious" and ends by stating "If you round your edges, you lose yourself," -- perhaps a metaphor for the statement jewellery itself. The tagline is "You can never be too much you."

It's a powerful message for a fashion/jewellery brand -- one we'd like to see more of.

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About

Credits
Date
Sep 14, 2016
Agency:
Forsman & Bodenfors
Art Director:
Kim Cramer
Client:
Georg Jensen
Art Director:
Karina Ullensvang
Copywriter:
Rikke Jacobsen
Client Director:
Viktoria Wallner
Account Executive:
Jenni Füleki
Agency Producer:
Magnus Kennhed
Artwork:
Karin Nolmark
Artwork:
Camilla Häggman
PR:
Robert Johnsson
Media Agency:
BeOn
Production Company:
Folke Film
Director:
Laerke Herthoni
Director of Photography:
Mattias Rudh
Editor:
Peter Brandt
Executive Producer:
Joi Persson
Producer:
Morgan Röhl
Local Production company:
Story
Post Production:
Glassworks
Post Production:
The Talent Group
Music:
Seinabo Sey
Music:
Magnus Lidehäll
Styling:
Karin Smeds
Interviewer:
Ruben Sznajderman
Quote Cred:
Danielle LaPorte
Photographer:
Elisabeth Toll
Agency:
LundLund
Producer:
Britta Lund
Retouching:
Søren Kirkegaard
Set Design:
Liselotte Watkins
Styling:
Oscar Lange

See more credits

Tags
Category
Industry
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