Zoommer Woman
Film
Agency: Supermarket
In Georgia, the idea of “women’s empowerment” is often framed as if women lack power and must be helped to find it. But women have never lacked power. What they lack is an environment that doesn’t fight it, shrink it, or silence it.
This bias runs deep - even in how life is celebrated. At gender reveals, pink can be associated with disappointment, while blue smoke is seen as pride. The birth of a boy is still considered “better news” than the birth of a girl.
Zoommer, a leading electronics retailer known for its playful and entertaining tone, decided to confront this issue with a more serious voice. The tech industry, like many others, remains a space where women are underrepresented, underestimated, and often excluded. For a brand that stands for progress and innovation, ignoring this reality was not an option. Zoommer shifted focus from “empowering women” to empowering the environment around them - challenging both culture and industry to create the space women deserve.
