TOKYO, JAPAN — Korea’s largest food brand, bibigo, launches its new global campaign encouraging the world to “Live Delicious.” The campaign was developed in partnership with creative agency Wieden+Kennedy Tokyo and the agency’s hub in Seoul, Korea.
At the heart of “Live Delicious” is a hero film that shows how there are many different ways and occasions to “live delicious,” while capturing that K-pop energy with an earworm of a track and some slick choreography. The film was directed by Lucrecia Taormina and produced with Prettybird.
The campaign also includes a new brand design system that celebrates bibigo’s heritage and the inherent liveliness, passion, and generosity found around the Korean dining table, or “bapsang.” The many different dishes that sit on a Korean table are given a bold graphic treatment and paired up with a new approach to photography and type.
Over the past two decades, Korean culture has become a global culture, garnering worldwide recognition in all kinds of fields. Recently, the Korean wave has seen K-fashion and K-beauty coming to the forefront, K-pop artists headlining the world’s biggest festivals, and K-cinema and K-drama sweeping global awards ceremonies.
Now, bibigo aims to lead the wave when it comes to K-Food, giving Korean cuisine the same magnitude as the country’s other cultural exports. The timing seems perfect, not just because of Korean culture’s recent successes, but also because of our increasingly dispassionate relationship with food.
Everywhere, lifestyles and meals are under unprecedented pressure. People have less time for themselves and prioritize convenience over deliciousness. But despite their demanding lifestyles, they still have a strong desire to make the most of every moment.
Rather than eating the same-old meals, or sharing dinner dates with laptops instead of friends, bibigo is here to help the world “live delicious.”
This ethos goes to the heart of the brand, with its meticulous devotion to the details of its products. Whether in ensuring that the mandu skin is exactly 0.7mm thick, or in the earthenware-inspired packaging of their kimchi, bibigo does everything they can so that people enjoy every mouthful.
Shawn Park, Global Brand Group Leader at bibigo, commented, “We have huge ambition for bibigo globally – we want to win the world’s tastebuds. We’re on a mission to show the power that delicious Korean food has to enrich lives. Whether a milestone celebration or a between-meetings snack, every moment is an opportunity to pause and enjoy life.”
Ian Toombs, Chief Creative Officer at Wieden+Kennedy Tokyo, added, “We think there’s no better brand than bibigo to inspire a busy and chaotic world to Live Delicious. And this is only the beginning – we’re thrilled about how this exciting creative platform can take the brand around the world, and all of the delicious Korean food along with it.”
The campaign will also see out-of-home billboards, social activations, digital advertising, and more, helping people “live delicious,” all around the world.
