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| Iranian professional motocross rider Behnaz Shafiei |
Danish design house Georg Jensen turned to five female role models to head its new campaign with the tagline, “You can never be too much you.”
The global video and print campaign encourages women to be themselves and to chart their own path to success. This values-driven approach is the vision of Eva-Lotta Sjostedt, who was appointed the first female CEO of Georg Jensen earlier this year and today leads the senior management team, where half its members are female, including Meeling Wong, U.S. President.
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| World champion boxer Cecilia Brækhus |
“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,” Sjöstedt said.
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| Award-winning chef Dominique Crenn |
The role models featured in the campaign are: 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 Michelin star chef Dominique Crenn (USA).
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| Award-winning comedian Sarah Kendall |
What these women have in common is they defied conventions and rose to the tops of their professions, the global design firm said in a statement.
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| Award-winning film director Susanne Bier |
The campaign is the product of creative agency Forsman & Bodenfors and award-winning director Lærke Herthoni. In addition, the company says it reflects a company influenced by men and women—from the master silversmith Georg Jensen’s wife Laura and daughter Lise who were part of the early business to female designers such as Vivianna Torun Bülow-Hübe, Nina Koppel and Zaha Hadid who have collaborated with the design house over the years.
“We wanted this campaign to transcend ideals about beauty,” Sjöstedt said. “The women featured are powerful role models.”
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