Title | STELLA ARTOIS KOREA- BECOME AN ICON |
Brand | AB INBEV |
Product / Service | STELLA ARTOIS |
Category | E04. Social Behaviour & Cultural Insight |
Entrant | WIEDEN+KENNEDY TOKYO, JAPAN |
Idea Creation | WIEDEN+KENNEDY TOKYO, JAPAN |
Production | SOMESUCH London, UNITED KINGDOM |
Production 2 | MR. ROMANCE Seoul, SOUTH KOREA |
Additional Company | AB INBEV KOREA Seoul, SOUTH KOREA |
Name | Company | Position |
---|---|---|
Alexsandro B. X. Pinto | AB InBev Korea | VP Marketing at AB InBev Korea |
Jie-Soo Lee | AB InBev Korea | High End Brands Associate Director |
Min-Hee Kim | AB InBev Korea | Stella Artois Senior Brand Manager |
Jordi Luna | Wieden+Kennedy Tokyo | Creative Director |
Shaun Sundholm | Wieden+Kennedy Tokyo | Art Director |
Luke Sacherman | Wieden+Kennedy New York | Copywriter |
Chae-Yeong Seo | Wieden+Kennedy Tokyo | Junior Art Director |
Sol Oh | Wieden+Kennedy Tokyo | Art Director |
Jina Kim | Wieden+Kennedy Tokyo | Creative & Cultural Consultant |
Donna Kwon | Wieden+Kennedy Tokyo | Designer |
Skyler Courter | Wieden+Kennedy Tokyo | Agency Producer |
Ryan Johnson | Wieden+Kennedy Tokyo | Account Executive |
Becky Levy | Wieden+Kennedy Tokyo | Account Executive |
Ara Jo | Wieden+Kennedy Tokyo | Account Executive |
Ben Mason | Wieden+Kennedy Tokyo | Planner |
Justin Lam | Wieden+Kennedy Tokyo | Communications Director |
Yoko Onodera | Wieden+Kennedy Tokyo | Agency Producer |
Kiki Bowman | Wieden+Kennedy Tokyo | Studio Manager |
Mike Farr | Wieden+Kennedy Tokyo | Executive Creative Director |
Tota Hasegawa | Wieden+Kennedy Tokyo | Executive Creative Director |
Raine Allen Miller | Somesuch UK | Director |
Mauro Chiarello | Somesuch UK | DOP |
Nicky Barnes | Somesuch UK | Executive Producer |
Leslie Vaughn | Somesuch UK | Producer |
Anna Rhodes | Somesuch UK | Production Designer |
Calvin Reibman | Somesuch UK | DIT |
Danny Kang | Mr Romance | Producer |
Byung Cha | Mr Romance | First AD |
Bong Hoon Cho | Mr Romance | Production Supervisor |
Sara Ghezelbash | Mr Romance | Production Coordinator |
Chang Mo Gu | Mr Romance | First AC |
Jae Hyuk Lee | Mr Romance | Gaffer |
Cho Hye Kim | Mr Romance | Korean Production Designer |
Hwae Jung Yin | Mr Romance | Casting Director |
Chang Min Lee | Mr Romance | Location Manager |
Hyun Moon Kim | Mr Romance | Choreographer |
The anthem recognizes and celebrates the harrowing journey of Korean women with a fresh female rendition of the iconic 90’s ballad “You can do it”. This song represents traditional male dreams and aspirations, which we flipped around to question the belief of what women can achieve. It starts with a woman (played by Seo Hyung Kim), ordering a chalice of Stella Artois. She starts to sing, reflecting back on the experiences that have led her to this point. The film tracks her over time, facing a patriarchal society and growing in confidence as both she and the world around her changes. The ending scene takes us back to nowadays, completing the loop and celebrating never giving up on your dreams despite the forces in society working against you.
In a culture where youth, beauty and the newest dominates, Korean society seems to forget women in their 40s. In order to fulfill the role of wife, mom, daughter, etc. cultural expectation often pushes women to leave their career and ambitions aside. Phrases such as “포기하면 편해” (It’s easier to give up) follow women throughout their life. However, there are still many who keep forging their own path without giving up. As a brand, Stella Artois has preserved its heritage for more than 600 years and knows the reward of not giving up and staying true to who you is more satisfying. The campaign “Become an Icon” aims to reward and celebrate the ambition of Korean women who know that anything worthwhile doesn’t come easy and who continue to chase a legacy of their own, regardless of society’s expectations.
The campaign ambassadors are iconic women who have been unstoppable in the pursuit of their careers and passions. Actress Seo Hyung Kim, who has never compromised on her roles choices, breaking with ‘female’ actor cliches established in the Korean film industry. Musician and mother YoonAh Kim, who carved her own path as the lead singer & songwriter of a band in a male dominated rock industry. And creator Eun Yi Song who inspired and led the new generation of female comedians. We brought their own personal stories to life across the campaign aiming to generate a chain of support and celebration of each other’s efforts, we collaborated with female artists, fashion magazines, webtoons and music streaming platforms, to make a real impact in society by translating the number of social media interactions into a donation to a Korean association for women’s rights.