Patagonia's 'Lessons From Jeju' Film Stars Freediver Kimi Werner
Jana Pijak — July 14, 2020 — Marketing
Patagonia's 'Lessons from Jeju' campaign is an inspiring short film starring freediver Kimi Werner who was seven months pregnant at the time it was made. Directed by Nicole Gormley, the film explores the topic of motherhood and conversations surrounding its effect on athletes and their careers.
The film follows Werner's trip to South Korean island Jeju and stars the haenyeo – "a group of freediving and fishing women often regarded as Korea’s first working mothers whose culture dates back centuries." It also addresses the freediver's own apprehensions and worries surrounding motherhood, and thoughts on how it might impact her career.
Aiming to empower women globally. Lessons from Jeju is a great example of Patagonia's compelling and storytelling marketing approach -- brought to life with its haenyeo subjects that represent the perseverance and resilience of working moms.
The film follows Werner's trip to South Korean island Jeju and stars the haenyeo – "a group of freediving and fishing women often regarded as Korea’s first working mothers whose culture dates back centuries." It also addresses the freediver's own apprehensions and worries surrounding motherhood, and thoughts on how it might impact her career.
Aiming to empower women globally. Lessons from Jeju is a great example of Patagonia's compelling and storytelling marketing approach -- brought to life with its haenyeo subjects that represent the perseverance and resilience of working moms.
Trend Themes
1. Motherhood in Sports - Opportunity for brands to explore the challenges and triumphs of athletes balancing motherhood and their careers.
2. Freediving Culture Revival - Potential for businesses to tap into the growing interest in the traditional culture of haenyeo freediving.
3. Empowering Women Through Marketing - Brands can engage global audiences by telling empowering stories that resonate with women worldwide.
Industry Implications
1. Sports Apparel - Sports apparel companies can create specialized products addressing the unique needs of athlete-mothers.
2. Tourism - Opportunities arise for travel companies to organize cultural experiences centered around freediving and the haenyeo tradition.
3. Marketing and Advertising - Marketing agencies can help brands create impactful campaigns that empower women and communicate inspiring stories.
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