Nike Korea :
Choose Phenomenal
We challenged gender roles in Korean culture by empowering young women to choose what they want to do.
There isn’t only one path to greatness—all women can choose phenomenal. To celebrate International Women’s Day and Women’s History Month in March 2019, we spotlighted Korean women who have made their own choices, showing how sports can empower women to be phenomenal every day. Created for Nike Korea, the “Choose Phenomenal” spot shows everyday Korean female athletes of diverse backgrounds and varying athletic skill alongside celebrities who have boldly made their own choices about who they want to be. These choices demonstrate that there isn’t just one path to greatness, empowering all women to be phenomenal. A wave of women’s movements are sweeping across Korea, so this was the perfect moment to continue challenging social expectations and show women that they can and should take full control of their destinies.
The film was embraced by the target and reached over 30 million views with a staggering 1.5 million engagements. The positive attention led to over 100 PR stories featuring the campaign and a 44% increase in traffic to Nike.com from previous months.
