Creativity

US Creative Work of the Week; Goldman Sachs features ‘Portraits’ of its 10,000 Women program

By Kyle O'Brien | Creative Works Editor

Forsman & Bodenfors

|

Creative Works article

October 17, 2018 | 4 min read

A financial firm is doing good around the world by supporting women entrepreneurs and giving them the tools they need to succeed in their various businesses.

The campaign for Goldman Sachs’ signature philanthropic initiative – 10,000 Women, which supports female entrepreneurs in emerging markets around the world through access to business education, networking and capital – features some of the program’s graduates.

One television commercial highlights a graduate 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.

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10,000 Women program Goldman Sachs

Goldman Sachs 10,000 Women ad voted US Creative Work of the Week

The print and digital components of the campaign, by Forsman & Bodenfors NY, 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.

For highlighting good being done on a global scale with personal touches, The Drum’s readers voted this campaign the US Creative Work of the Week.

To view the work, click the Creative Works box below.

To vote for next week’s US Creative Work of the Week, visit our latest US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe, visit our Creative Works homepage.

Portraits - Goldman Sachs by Forsman & Bodenfors

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