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Forsman + Bodenfors, Director Elle Ginter Celebrate 10,000 Women For Goldman Sachs

By

Robert Goldrich
Thursday, Oct. 11, 2018

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Goldman Sachs has rolled out an advertising campaign aimed at raising awareness of the firm’s signature philanthropic initiative, 10,000 Women, which supports female entrepreneurs in emerging markets around the world through access to business education, networking, and capital.

Conceived by a creative ensemble at agency Forsman + Bodenfors New York, the print and digital components of the campaign feature CEO-style portraiture—oil paintings in gilded gold frames—of several of the 10,000 women graduates. The headline copy reads “What changes when a woman leads a business? Everything.” Ad copy goes on to say “we believe that creating opportunity leads to more opportunity,” underscoring the multiplier effect program graduates have on their communities through revenue growth and job creation.

This accompanying TV commercial shows Ayo Megbope, a graduate in Lagos, Nigeria, telling her personal story of empowerment and confidence, as her CEO portrait is delivered by bicycle messenger and displayed on the wall of her business.

In keeping with the spirit of the program itself, the campaign was created and produced by a predominantly-female team. 

“From the start we knew this campaign had to live up to the standard 10,000 Women has set in terms of opportunities for women,” said Brooke Reno, group business director at Forsman + Bodenfors New York. “We put together a team of talented woman to fill every major role in the production. While we’d all love to get to the place in the marketing industry where an all-woman production isn’t considered noteworthy, at this moment and time it was a very unique and meaningful experience for all involved.”

Elle Ginter of Sanctuary directed the spot.

Credits

Client Goldman Sachs Agency Forsman + Bodenfors New York Cheryl Von Ooyen, executive creative director/writer; Claudette Martin, associate creative director/art director; Christina Carter, executive producer; Laura Forman, executive director/brand strategy; Vanessa Cagno, sr. strategist, brand strategy. Production Sanctuary Elle Ginter, director; Allison Anderson, DP. Production Services Africa Film Services (AFS) Gail Warner, line producer; Jayne Rogerson, head of production; Anina Dippenaar, production coordinator; Ayodeji Ogunlade, fixer; Ajua Dickson, casting director; Funmbi Ogunbanwo, production/cast manager; Bisola Oladipo, production coordinator; Andree Du Preez, art director; Funke Shonaya, wardrobe stylist. Editorial Arcade Kim Bica, editor; Laurel Metzler, assistant editor. Postproduction & Portraits The Mill Sally Reynolds, designer; Krissy Nordella, 2D lead; Ari Garber, Tara Holland, 2D assist; Rachael Trillo, exec producer; Sophie Mitchell, associate producer. Audio Heard City Elizabeth McClanahan, mixer, sound designer; Sasha Awn, exec producer. Music Barking Owl KC Dossett, producer; Kelly Bayett, creative director/partner.

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