Wieden+Kennedy Tokyo + Seoul create global ‘Live Delicious’ campaign for bibigo

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Korea’s largest food brand, bibigo has launched a new global campaign encouraging the world to ‘Live Delicious’, created with creative agency Wieden+Kennedy Tokyo and their hub in Seoul. The hero film was directed via PRETTYBIRD’s Lucrecia Taormina.


Over the past two decades, Korean culture has become 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 their meticulous devotion to the details of their 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, Head of Global bibigo Brand Group, said: “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, said: “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.”

Taormina said: “The journey into making the film and photography was incredible. I wanted the film to explore authenticity, passion and a high energy way of living – values that are represented by bibigo. Working alongside Oscar (Oscar Scheller- musical artist & producer who has worked with Shygirl, Rina Sawayama, Arlo Parks, Ashnikko) gave us that musical authenticity, which was a great canvas for me to get curious and develop ideas with the creative team.”

Wieden+Kennedy Tokyo + Seoul create global ‘Live Delicious’ campaign for bibigo

A global campaign and new brand design system launches this platform into the world. At the heart of the campaign is a hero film that shows 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 new brand design system 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. The campaign will also see out-of-home billboards, social activations, digital advertising and more, helping people live delicious, all around the world.

Client: Bibigo
Head of Global bibigo Brand Group: Shawn Park
HQ Marketing Brand Group: Min Kang
Agency: Wieden + Kennedy Tokyo
Chief Creative Officers: Ian Toombs &Vivian Yong
Creative Director: Dan Norris
Creative Director: Ray Shaughnessy
Art Director: Jane Kang
Copywriter: Max Cameron
Producer: Elisha Lai
Brand Director: Ara Jo
Producer Stills: Siyun Kim
Production Company: PRETTYBIRD UK
Director: Lucrecia Taormina
Photographer: Lucrecia Taormina
Director of Photography (UK): Simon Chaudoir
Executive Producer: Juliette Larthe
Head of Production: Fiona Bamford-Phillips
Executive Producer: Paulette Caletti
Senior Producer: Cindy Burnay
Production Assistant: Enrique Da Silva
New Business Rep: Mia Powell
Head of Creative: Tom Manton
Local Production Company: Passion Pictures Bangkok
Exec Producer: Beryl Anne Tan
Line Producer: Narii Apichaimongkol (Naree)
Production Manager: Kritthacha Kornchee (JJ)
1st AD: Teetawat Suntiparpluacha (Maek)
KV Production
Photographer: Kachain Wongleamthong
Producer: Suwanee Suwanseangroj, Ratanasukan Pibulpanuwat, Wasinee Reanracha
Retouch : amana inc.
Edit Company: Trim
Editor: Ross Hallard
Offline Producer: Polly Kemp
Sound Design Company: Aumeta
Sound Designer: Seb Bruen
Music & vocal supervision: Three Peaks Music
Musical Artist: Oscar Scheller
A&R Manager: Fin Kemp
Colourist: Luke Morrison
Colour Producer: Olivia Jessop
Post Production: The Mill Shanghai
Executive Producer: Jamie Loudon
VFX Producer: Lucia Chen
VFX Supervisor: Schalk Van der Merwe

Wieden+Kennedy Tokyo + Seoul create global ‘Live Delicious’ campaign for bibigo Wieden+Kennedy Tokyo + Seoul create global ‘Live Delicious’ campaign for bibigo