Live Delicious

Agencies: PRETTYBIRD Wieden+Kennedy


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.

This professional campaign titled 'Live Delicious' was published in South Korea in August, 2023. It was created for the brand: Bibigo, by ad agencies: PRETTYBIRD and Wieden+Kennedy. This Film medium campaign is related to the Food industry and contains 2 media assets. It was submitted 8 months ago.


“Bibigo Live Delicious” directed by Lucrecia Taormina
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

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