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You can never be too much you / Georg Jensen

Submitted By Rikke Jacobsen

Description

Women are always being told that they shouldn’t be too much of anything. You shouldn’t be too loud, too provocative, and too aggressive, neither too reluctant, too emotional or too passive. But telling women that they are too much of something really is just another way of saying that they should conform to outdated norms.

In this campaign five strong, independent women goes as good examples of how successive you can become if you don’t let anyone dictate them how to behave. Because, as poet Daniella Porte so beautifully says; “if you round your edges, you loose your edge” - you can never be too much you.

The campaign was launched September 2016

Objective

Since 1904 Georg Jensen has created collections that include sterling silverware and flatware, fine jewelry, watches, accessories and a home wear. The design is known for artistic boldness, unfortunately that has not been reflected in the communication up until now.

By shifting the target group from elderly men buying high-end design to their women, to financially independent women who can buy their own design, we finally found the edge that Georg Jensen needed.

Client

Georg Jensen

Agency

Forsman & Bodenfors
www.fb.se

Media

Television

Market

Jewelry and home design

Credits

Art Director

Kim Cramer
Karina Ullensvang

Account Executive

Viktoria Wallner
Jenni Füleki

Designer

Karin Nolmark
Camilla Häggman

Information Architect

Robert Johnsson

Production Company

Folke Film

Director

Lærke Herthoni

Views

7

 

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