Write a short summary of what happens in the film

This hyper-localised anthem film uses the device of choices to gently lead South Korean senegis (young college-aged South Korean women) through a series of questions that challenge traditional expectations placed on women. Starting with the Doljanchi ceremony (a cultural tradition where children choose from objects that represent their future), the film brings together a rich tapestry of scenes viewers would recognise from their own lives (i.e. studying, dreaming with friends, spending time their mothers) alongside powerful sporting moments from women she can both relate and look up to. Ultimately building to the message that there isn’t only one path to greatness—all women can choose their own phenomenal path.

Cultural/Context information for the jury

Korean youth are taught to follow one set path to success. If they don’t, they get ignored. It’s a toxic environment that wastes the dreams and ideas of those most driven to make change happen. However, everything Korean women need, is already inside them. In the toughest social context, they are thriving. They just don’t recognize their phenomenal ways. They think it’s normal… but through sports, Nike made them realize they are stronger than they think. The film’s questions are delivered by famous ‘older sister’ figure - BoA (K-pop artist). The celebrities range from K-pop stars who have broken the traditional mould, either with their image (Amber’s unique style challenges stereotypical Korean femininity) or daring to start a solo career (Chungha), to professional athletes inspiring a new generation (#1 golfer Sung Hyun Park and Chelsea footballer So Yun Jun), to a well-loved comedian who just started running (Na Rae Park).

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

The campaign is firmly rooted in Korean female culture. There are clear references to her ‘everyday’ experience through the film, from the Doljanchi (a traditional ceremony of choice for all Korean children when they turn one. Random objects are presented on the table for them to ‘choose’ their career) to the iconic protest post-its that have symbolised peaceful feminist demonstrations in Korean over the past few years. But importantly these are powerfully interwoven with an honest portrait of modern womanhood and sport in South Korea (everyone featured is an athlete who is choosing their own path - from underground hip-hop dancers, to young baseball players). [see ‘Case Study’ in appendix for detail scene breakdown]