Winner Nike - Ajumma Energy Commercial Work: New Generation Award

CLIENT/BRANDNIKE

PRODUCTION COMPANYFILMAKADEMIE BADEN-WÜRTTEMBERG GMBH

DIRECTOR(S)SANDRO RADOS

PRODUCER(S)NIKLAS STRAUB, SANDRO RADOS

AGENCY-

DOPKONRAD LOSCH

INSTAGRAM TAG @SANDRORADOS, @KONRADLOSCH, @FILMAKADEMIE_BW, @HEYSTRAUB

SHORT SYNOPSIS AFTER JUNGMIN IS KICKED OFF THE BASEBALL TEAM, HER FRIEND ON THE SIDELINES DRAWS HER ATTENTION TO THE ENERGY OF AJUMMAS (A KOREAN TERM FOR OLDER WOMEN). JUNGMIN REPEATEDLY ENCOUNTERS THE WOMEN IN HER EVERYDAY LIFE.

AFTER OBSERVING THEM FOR A WHILE, SHE DECIDES TO FOLLOW THEM AND TRY TO DISCOVER THE SECRET OF THEIR ENERGY.

WITH THIS FILM, WE WANT TO CHALLENGE THE NEGATIVE STEREOTYPES ABOUT AJUMMAS AND GIVE THEM THE SPOTLIGHT THEY DESERVE.