Georg Jensen Eschews Models for Strong, Inspirational Real Women

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

Published On
Sep 14, 2016

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.


Sep 14, 2016
Brand :
Georg Jensen
Client :
Georg Jensen
Agency :
Forsman & Bodenfors
Art Director :
Kim Cramer
Art Director :
Karina Ullensvang
Copywriter :
Rikke Jacobsen
Client Director :
Viktoria Wallner
Account Executive :
Jenni Fleki
Agency Producer :
Magnus Kennhed
Artwork :
Karin Nolmark
Artwork :
Camilla Häggman
PR :
Robert Johnsson
Media Agency :
Production Company :
Folke Film
Director :
Laerke Herthoni
Director, Photography :
Mattias Rudh
Editor :
Peter Brandt
Executive Producer :
Joi Persson
Producer :
Morgan Rhl
Production Company :
Post Production :
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 :
Producer :
Britta Lund
Retouching :
Søren Kirkegaard
Set Design :
Liselotte Watkins
Styling :
Oscar Lange

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