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Kim Gehrig

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Kim Gehrig is an Australian director whose body of work spans commercials, music videos, documentaries, short films and branded entertainment. Her notable commercial works include the This Girl Can campaign, the John Lewis Christmas advert in 2015, Stepping for Honda, Gillette's 'The Best Men Can Be' and many more for brands including IKEA, GAP, Amnesty International and Libresse. In music videos Kim has collaborated with artists such as Chaka Khan, Wiley, Calvin Harris and Basement Jaxx. Her work has won numerous awards including a UK Music Video Award and a Glass Lion at the Cannes Lions International Festival of Creativity.

Career

Gehrig was born in Sydney, Australia, and moved to London to study at Central Saint Martins, University of the Arts London. The first eight years of her career were spent as a Creative at advertising agency Mother.[1]

One of her first major works as a director was the 'You are Powerful' video for Amnesty International, released on the 60th anniversary of the Universal Declaration of Human Rights.[2][3] For this she won a Silver Lion at Cannes Lions International Festival of Creativity 2010 and a broadcast award by the Young Director Awards.[4]

In a collaboration with Australian musician Kirin J. Callinan, Gehrig directed a video challenging toxic masculinity and pressure for men to look like bodybuilders in Australia, overlaid with Callinan covering Divine's 'You Think You're a Man'.[5][6][7]

Gehrig works for Somesuch advertising productions, who were awarded Advertising Age's 2018 Production Company of the Year for their work in promoting social justice through advertising.[8][9]

This Girl Can (Sport England)

Gehrig directed the multi award-winning advert for the This Girl Can campaign by Sport England to encourage more women to take part in sport. The video features personal and unfiltered clips of women exercising as they would be normally.[10][11] The advert was praised for its bold and empowering message, winning awards including a Glass Lion for Good at Cannes Lions 2015.[12][13] Sport England estimated that an additional 2.8 million women decided to take up a sport after the advert's release.[12] The first advert was followed by 'Phenomenal Women', showcasing women from all walks of life engaging in sport set to Maya Angelou's recital of Phenomenal Woman.[12] Gehrig stated in 2018 that 'This Girl Can' is the video she is most proud of.[14]

Man on The Moon (John Lewis)

Later in 2015 Gehrig premiered the first John Lewis Christmas advert to be directed by a woman; 'Man on The Moon'. The advert constituted part of John Lewis' partnership with Age UK to raise awareness of loneliness in the elderly, showing a lonely old man living on the moon being sent a gift by a young girl on earth. The video was set to a cover of Oasis' 'Half the World Away' by Aurora.[15][16][17]

Viva la Vulva (Libresse)

Gehrig directed the award-winning 'Viva la Vulva' advert for Libresse, a celebration of the vagina and women body confidence. The video contains many items from normal life which resemble vaginas as well as puppetry and outfits resembling genitalia. It was set to the music of Camille Yarbrough's 'Take Yo’ Praise'.[18][19].

The Best Men Can Be (Gillette)

Gehrig again rose to prominence in 2019 for 'The Best Men Can Be' advertising video by razor company Gillette, which challenges its earlier tagline of "The Best a Man Can Get" and the effects of toxic masculinity. The advert was praised by some for its message against the traditional concepts of how men should be, and how this impacts mental health as well as women.[20][21] However, the advert was criticised by others for its negative portrayal of men. Multiple commentators, such as Piers Morgan, were incensed by the campaign and vowed to boycott the company.[5][20][21] Backlash from some customers, who boycotted Gillette products, lead to significant losses for Procter & Gamble.[22][23][24][25] Gehrig responded to some of the criticism by saying: "The project had actually been conceived, written and edited by men. But because I’m a female director, it fitted neatly into a troll’s narrative."[26]

Music Videos

Gehrig has directed numerous music videos in addition to her advertising work. She won 'Best Urban Music Video' at the 2009 UK Music Video Awards for Wiley 's 'Cash in My Pocket', and was nominated in 2018 for her music video for Chaka Khan's 'Like Suga'.[27][28][29][30]

Personal life

Gehrig has two daughters, and currently lives in the United States.[26]

Awards

  • 2008 Thinkbox October award for 'You are Powerful' (Amnesty International).[31]
  • 2009 Best Urban Video for Wiley's 'Cash in My Pocket' at the UK Music Video Awards.[29][30]
  • 2010 Broadcast Award by Young Director Awards for 'You are Powerful' (Amnesty International).[4]
  • 2010 Silver Lion by Cannes Lions for 'You are Powerful' (Amnesty International)[4]
  • 2015 Top director of the year by Campaign.[32]
  • 2015 Most creative people of the year by Fast Company.[33]
  • 2015 Grand Prix at the Glass Lion for Good Awards Cannes Lions for 'This Girl Can' by Sport England.[13]
  • 2015 Twelve total awards, including Gold for Best Direction - Single at Creative Circle for 'This Girl Can' by Sport England.[34]
  • 2016 Three silver British Arrows for 'This Girl Can' by Sport England.[35]
  • 2016 Graphite and White D&ad Pencils for 'This Girl Can' by Sport England.[36]
  • 2016 Two silver and one bronze British Arrow for 'Man on the Moon' by John Lewis.[37]
  • 2017 Wood D&ad Pencil for 'This Girl Can: Phenomenal Women' by Sport England.[38]
  • 2018 Most creative advertising campaign of the year by Advertising Age for 'Viva la Vulva' by Libresse.[39]
  • 2018 Advert of the year by Creative Review for 'Viva la Vulva' by Libresse.[40]
  • 2019 Black D&AD Pencil for 'Viva La Vulva' by Libresse.[41]

References

  1. ^ "Kim Gehrig". Free The Bid. Retrieved 2019-01-26.
  2. ^ "Amnesty You Are Powerful". The Inspiration Room. 2008-12-17. Retrieved 2019-02-01.
  3. ^ "Amnesty International's You Are Powerful by Kim Gehrig | Promonews". Promonewstv. Retrieved 2019-02-01.
  4. ^ a b c "Kim Gehrig: What I Wish I'd Known at 18... and more". Young Director Award. 2010-04-27. Retrieved 2019-01-26.
  5. ^ a b Santiago, Ellyn (2019-01-16). "Kim Gehrig: 5 Fast Facts You Need to Know". Heavy.com. Retrieved 2019-01-26.
  6. ^ "Kirin J Callinan, Kim Gehrig Explore Australian Masculinity". Clash Magazine. Retrieved 2019-01-26.
  7. ^ Ricki. "Revolver's Kim Gehrig directs new film 'You Think You're A Man' - a take on Australian masculinity". Campaign Brief Australia. Retrieved 2019-01-26.
  8. ^ "Kim Gehrig » Somesuch". Somesuch. Retrieved 2019-01-26.
  9. ^ "Somesuch Is Ad Age's 2018 Production Company of the Year". adage.com. Retrieved 2019-01-26.
  10. ^ "Aus director's ad campaign goes viral - AdNews". www.adnews.com.au. Retrieved 2019-01-26.
  11. ^ Fulleylove, Rebecca (2015-12-14). "Review of the Year 2015: director Kim Gehrig". It’s Nice That. Retrieved 2019-02-02.
  12. ^ a b c "Kim Gehrig wants to show other female directors they can". www.campaignlive.co.uk. Retrieved 2019-01-26.
  13. ^ a b "Cannes Lions Health Awards: winners – 'This Girl Can', JWT and GPY&R - AdNews". www.adnews.com.au. Retrieved 2019-01-26.
  14. ^ "KIM GEHRIG x DROGA5 x COVERGIRL". Free The Bid. 2018-07-25. Retrieved 2019-01-26.
  15. ^ "Kim Gehrig Channels 'Up' in Emotional John Lewis Christmas Ad | LBBOnline". lbbonline.com. Retrieved 2019-02-01.
  16. ^ Sheffield, Hazel (2015-11-06). "Here's this year's John Lewis Christmas advert". The Independent. Retrieved 2019-02-01.
  17. ^ Neilan, Catherine (2015-11-06). "Everything you need to know about John Lewis' Christmas ad". www.cityam.com. Retrieved 2019-02-01.
  18. ^ "Kim Gehrig's latest advert is an eclectic, inclusive ode to the vulva". It’s Nice That. 2018-12-18. Retrieved 2019-02-01.
  19. ^ "Libresse "Viva La Vulva" by Kim Gehrig". STASH. 2018-12-03. Retrieved 2019-02-01.
  20. ^ a b Topping, Alexandra; Lyons, Kate; Weaver, Matthew (2019-01-15). "Gillette #MeToo razors ad on 'toxic masculinity' gets praise – and abuse". The Guardian. ISSN 0261-3077. Retrieved 2019-01-26.
  21. ^ a b Faulkner, Kristi. "How "Boys Will Be Boys" Is Being Challenged For The Better". Forbes. Retrieved 2019-01-26.
  22. ^ Baggs, Michael (2019-01-15). "Backlash over Gillette's '#MeToo advert'". Retrieved 2019-12-16.
  23. ^ "The world has imploded over that Gillette ad". NewsComAu. 2019-01-17. Retrieved 2019-12-16.
  24. ^ "Gillette brand takes a hit as '#metoo' ad backfires". Marketing Week. 2019-01-18. Retrieved 2019-12-16.
  25. ^ http://www.washingtontimes.com, The Washington Times. "Gillette's 'toxic masculinity' ad haunts P&G as shaving giant takes $8B writedown". The Washington Times. Retrieved 2019-12-16. {{cite web}}: External link in |last= (help)
  26. ^ a b "Kim Gehrig: Cutting edge creativity". shots. Retrieved 2020-02-02.
  27. ^ "Wiley's Cash In My Pocket by Kim Gehrig | Promonews". Promonewstv. Retrieved 2019-02-01.
  28. ^ "Female Artists Lead the Way in UK Music Video Awards 2018 Nomination | LBBOnline". lbbonline.com. Retrieved 2019-02-01.
  29. ^ a b Associates, Casarotto Ramsay &. "Kim Gehrig". Casarotto Ramsay & Associates. Retrieved 2019-02-01.
  30. ^ a b "- ukmva 2019". www.ukmva.com. Retrieved 2019-02-01.
  31. ^ "Thinkboxes October 2008 Winner: Amnesty International 'You are powerful' Mother". thinkbox. Retrieved 2019-02-01.
  32. ^ "Top 10 directors of 2015". www.campaignlive.co.uk. Retrieved 2019-01-26.
  33. ^ "Kim Gehrig, Most Creative People 2015". Fast Company. Retrieved 2019-01-26.
  34. ^ "Creative Circle 2015 Winners". creativecircle.co.uk. Retrieved 2019-02-01.
  35. ^ "This Girl Can". British Arrows. Retrieved 2019-02-01.
  36. ^ "This Girl Can | FCB Inferno | Sport England | D&AD Awards 2015 Pencil Winner | Advertising & Marketing Communications - Brand | D&AD". www.dandad.org. Retrieved 2019-02-01.
  37. ^ "The Man on the Moon". British Arrows. Retrieved 2019-02-01.
  38. ^ "Sport England 'This Girl Can: Phenomenal Women' | Trim Editing | Sport England | D&AD Awards 2017 Pencil Winner | Editing for Film Advertising | D&AD". www.dandad.org. Retrieved 2019-02-01.
  39. ^ "The Top 5 most creative brand ideas you need to know about now". adage.com. Retrieved 2019-01-26.
  40. ^ Williams, Eliza (2018-12-17). "Ads of the Year 2018". Creative Review. Retrieved 2019-01-26.
  41. ^ "Libresse 'Viva La Vulva' | D&AD Awards 2019 Pencil Winner | Directing | D&AD". www.dandad.org. Retrieved 2019-02-01.
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