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 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.