bibigo - Live Delicious

Over the past two decades, Korean culture has become global culture, garnering worldwide recognition in all kinds of fields, from K-pop artists headlining the world’s biggest festivals, to 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 K-wave created the perfect opportunity to address the world’s increasingly dispassionate relationship with food: millions of people are spending less time for themselves and prioritizing convenience over deliciousness. 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.

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 that 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 UK.

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.