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Designer Georg Jensen Chooses Role Models Over Models in New Global Campaign

Lærke Herthoni directs empowering new spot from Forsman & Bodenfors

Designer Georg Jensen Chooses Role Models Over Models in New Global Campaign

On the cutting edge of design for more than 112 years, Georg Jensen is setting the bar higher with a new advertising campaign that celebrates five influential and inspirational women. 

”At Georg Jensen we’ve always encouraged women to be themselves and make their own success - our campaign is the extension of that very philosophy and the women featured are the embodiment of that,” says Georg Jensen CEO Eva-Lotta Sjöstedt, who herself was appointed the first female CEO of Georg Jensen earlier in 2016 and today leads the senior management team, where 50% of the members are female.

Georg Jensen’s campaign entitled 'You can never be too much you' - which spans online and offline media worldwide - features award-winning film director Susanne Bier (Denmark), WBA, WBC and WBO world champion welterweight boxer Cecilia Brækhus (Norway), award winning comedian Sarah Kendall (Australia), professional motocross rider Behnaz Shafiei (Iran) and Dominique Crenn - the world’s best chef (USA). All women who have defied conventions and risen to the tops of their industries: 

”Georg Jensen is for women all over the world who embrace their voices and create their own path - and don’t let anyone else define them. We wanted this campaign to transcend ideals about beauty, putting focus on personality first. The women featured are powerful role models, and we’re very proud to be featuring them in the campaign,” says Eva-Lotta Sjöstedt.

The campaign, a product of creative agency Forsman & Bodenfors and award-winning director Lærke Herthoni, is not only an empowering perspective on female excellence, but also the manifest of a company influenced by great men and women alike. From the master silversmith Georg Jensen’s wife Laura and daughter Lise who were part of the early business to the countless legendary female designers such as Vivianna Torun Bülow-Hübe, Nina Koppel and Zaha Hadid who have collaborated with the design house throughout the years, Georg Jensen has a strong history of empowering winning women:

”In this campaign we celebrate five demanding, strong, provocative, loud and ambitious women, who don’t compromise about who they are”, ends Eva-Lotta Sjöstedt. 

Creative Agency

Creative Agency: Forsman & Bodenfors

Copywriter: Rikke Jacobsen

Art Director: Kim Cramer, Karina Ullensvang

Producer: Magnus Kennhed

Account Executive: Jenni Füleki

Account Supervisor: Viktoria Wallner

Finished Artist: Karin Nolmark, Camilla Häggman

Media Agency

Media Agency: Be On

Production Company

Production Company: Folke Film

Executive Producer: Joi Persson

Director: Laerke Herthoni

DOP: Mattias Rudh

Producer: Morgan Röhl

Production Service

Production Service Company: Story, Barcelona


Editor: Peter Brandt

Post Production / VFX

Post Production Company: Glassworks & The Talent Group


Music Production: Seinabo Sey, Magnus Lidehäll

Category: Accessories , Clothing/fashion

Genre: Action , Luxury , People , Scenic