STELLA ARTOIS (KOREA) | BECOME AN ICON

In Korean culture, there’s a saying passed down from mothers to daughters: “포기하면 편해” — it’s easier to give up. But that mentality is rapidly changing as women are challenging their previously accepted roles. So for Stella Artois’s first ever Korea-specific campaign, we wanted to celebrate women and those who choose to follow their ambitions.

We were lucky enough to have 3 amazing Korean icons join this campaign: Kim Seo-Hyung (of Sky Castle fame), Kim Yoon-Ah (lead singer of Jaurim), and Song Eun-Yi (pioneer female comedian); all incredible women who achieved success by forging their own path on their own terms. We had these women sing iconic Korean folk rock song “You Can Do it,” a song traditionally only covered and performed by men.

This was a full 360 campaign: a long form music video (with traditional cutdowns for broadcast and social), stills, OOH, and individual interviews. We shot everything and recorded the track with all three women in Seoul, South Korea.

Interviews + Ooh

*Interviews are in (and subtitled in) Korean

Directed by Raine Allen Miller / Somesuch.