Throughout their careers and lives, it’s not uncommon for Korean women to hear phrases such as “포기하면 편해,” meaning “it’s easier to give up.”

With their most recent campaign, W+K Tokyo and Stella Artois challenged this notion to celebrate the ambition of women who know that anything worthwhile doesn’t come easy.

The campaign ambassadors are iconic women who have been unstoppable in the pursuit of their careers and passions. Actress Seo Hyung Kim, musician and mother Yoon Ah Kim, and pioneer comedy and content creator Eun Yi Song feature across the anthem assets and bring their own personal stories to life in the OOH and digital content surrounding the campaign.

The campaign started in early May 2019 with key visuals in outdoor media across central Seoul. It concluded with a digital takeover and anthemic film that recognized and celebrated the journey of Korean women with a fresh female rendition of the well-known ’90s ballad “You Can Do It,” originally sung by folk legend Kang Saneh.