advert-body-3 by Forsman & Bodenfors
- Location:
A campaign for Goldman Sachs is 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.
A television commercial highlights one of the program’s graduates in Lagos, Nigeria, Ayo Megbope, as she tells her personal story of empowerment and confidence. In the film, she is shown going about her daily tasks of running her business as a restaurant owner. Her voice over says: “When a woman leads a business, she will always have more than one bottom line. Her shareholders are her community. Her success is not only measured by dividends and profits, but also by the path she creates for others to follow.” Her images are interspersed with those of a boy transporting a package on his back by bicycle. When the boy arrives, she opens the package to find her confident chief executive officer (CEO) portrait, which is then displayed on the wall of her business. It ends with her saying: “Being a part of the 10,000 Women program has made me daring.
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.
Credits
Production Team
Forsman + Bodenfors New York
Brooke Reno – Group Business Director
Shannon Aldins - Business Director
Rachel Wexler – Account Supervisor
Larissa Andru – Account Executive
Cheryl Von Ooyen – ECD/Writer
Claudette Martin – ACD/Art Director
Christina Carter – Executive Producer
Mike Abell: Copywriter
Kevin Gentile: Art director
Laura Forman - Executive Director, Brand Strategy
Vanessa Cagno – Senior Strategist, Brand Strategy
Cassie Hice – Sr. Business Operations Manager
Anna Fertel – Associate Director, Media
Taylor Hutchinson – Senior Strategist, Media
Ali Arnold - Strategist, Media
Brina Chu – Strategist, Media
Lia McCafferty – Senior Strategist, Media
Sanctuary
Elle Ginter – Director Allison Anderson – DP
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
Samantha Reinders - BTS Stills
Andree Du Preez - Art Director
Funke Shonaya - Wardrobe Stylist
Arcade (Editing)
Kim Bica – Editor
Laurel Metzler – Assistant Editor
The Mill (Portraits & Post Production)
Sally Reynolds - Designer
Krissy Nordella – 2D Lead
Ari Garber – 2D Assist
Tara Holland – 2D Assist
Rachael Trillo – Executive Producer
Sophie Mitchell – Associate Producer
Heard City (Sound Mix)
Elizabeth McClanahan – Mixer and Sound Designer
Sasha Awn – Executive Producer
Barking Owl (Music)
KC Dossett - Producer
Kelly Bayett - CD/Partner