bibigo Looks to Embrace the K-Wave by Bringing Korean Food to All Corners of the Globe

Aug. 29, 2023

PRETTYBIRD’s Lucrecia Taormina has directed a hero film for the new bibigo global campaign. Korea’s largest food brand – bibigo - launches a new global campaign encouraging the world to "Live Delicious", developed with creative agency Wieden+Kennedy Tokyo and their hub in Seoul. 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, 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."

 

Director Lucrecia 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."

 

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 film was directed by Lucrecia Taormina and produced with PRETTYBIRD.

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.

UKMVA award-winning Director Lucrecia Taormina signed with PRETTYBIRD UK in August 2022 Her bold and entertaining narratives with a hyper - real aesthetic, strong characters and iconic world creations have formed the centrepiece of her filmmaking and photography.

Lucrecia’s ascent as a director to watch has been rapid since she started and within her first year of directing she won the Best Pop Newcomer award at the UKMVA’s for her Ashnikko music video, making her the only female director to win an award that night.

Lucrecia’s work has often gone viral, achieving public acclaim and also getting the attention on the international awards circuit. She has won awards from Kinsale Shark, Creative Circle, 1.4 and UKMVA, as well as recognition at the Cannes Lions Young Directors Awards, and Ciclope Awards. LBB featured Lucrecia in their New Talent spotlight, where she explained how "the light of Buenos Aires, her tearaway childhood and one total disaster of a video shoot made her the UKMVA-winning filmmaker she is today."

Originally from Buenos Aires, Lucrecia moved to London’s Soho to study photography. Her studies led to a love of the moving image and enabled her to find her voice and aesthetic as a director.