STELLA ARTOIS KOREA- BECOME AN ICON

TitleSTELLA ARTOIS KOREA- BECOME AN ICON
BrandAB INBEV
Product / ServiceSTELLA ARTOIS
CategoryE04. Social Behaviour & Cultural Insight
EntrantWIEDEN+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

Credits

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

Write a short summary of what happens in the film

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.

Cultural/Context information for the jury

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.

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

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.

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