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AKQA and Georg Jensen Pay Tribute to Women Who Make the World Move

Campaign for the Danish design house kicks off with a film directed by Neels Castillon

AKQA and Georg Jensen Pay Tribute to Women Who Make the World Move

Today, AKQA and Georg Jensen, the Danish design house, debut their new global campaign, 'When She Moves, The World Moves'. To showcase the brand's re-interpretation and expansion of their classic and much-loved Moonlight Grapes collection, Georg Jensen partnered with AKQA to develop a campaign that celebrates how women have the ability to inspire and transform the world around them.

The campaign kicks off with a film directed by award-winning director Neels Castillon. Following the extraordinary 24 hours in a woman's life, the film follows her journey of discovering how she can, quite literally, move the world around her – both via her jewellery and by her movements. It’s a poetic tribute that celebrates the fact that when women are empowered, they have the ability to move the world. The film is set to an original track composed by Hania Rani, a Polish pianist, composer and musician.

“Moonlight Grapes has been a signature design element for Georg Jensen for over a century,” says Georg Jensen’s chief creative officer, Nicholas Manville. “The new designs in the collection pull the jewellery language beyond sculpture and into something more poetic and expressive through movement.  It is that graceful movement and flow in each piece that we sought to capture through the imagery of this campaign. How jewellery influences a woman’s movement through the emotions and occasions of the day became the foundation of the collection, and naturally for the campaign as well.”  

AKQA executive creative director Nicolai Smith said: "We were inspired by how the pieces in the Moonlight Grapes collection move with the wearer, which is a unique attribute compared to Georg Jensen's other jewellery collections. So we decided to put the movement at the forefront of the campaign within the surroundings of nature - a huge inspiration for Georg Jensen - to celebrate how empowered women can move the world."

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AKQA Credits

Peter Ammentorp Lund: Global CCO

Nicolai Villads Løser Smith: Executive Creative Director

Louise Birk Arnbjerg: Director of Creative Delivery

Hannah Portner: Strategic Planner

Ilan Orengel: Senior Art Director

Jean-Robert Saintil: Senior Copywriter

Miriam Plon Sauer: Executive Strategy Director (EMEA)

Arendse Rohland: Copywriter


Production: Motion Palace

Director: Neels Castillon

Producers: Emilie Mallen, Louis Arnoux

Executive Producer: Ariane Cornic

Production Coordinator: Sandrine Laveau

Cinematography: Eric Blanckaert

Composer: Hania Rani

Category: Decorating , Home

Genre: Choreography