W+K’s irresistible global spot for Korea’s Bibigo has manic K-pop energy and a song you won’t forget

Prettybird director Lucrecia Taormina helps kick off a high-octane campaign themed ‘Live Delicious’

Published On
Aug 25, 2023
A woman in glasses and a white top eating a dumpling with silver chopsticks

Editor's Pick

It’s rare to hear a song once and have it get completely stuck in your head—but beware, because this new Bibigo spot from Wieden+Kennedy Tokyo has just that. And that’s just the beginning of its delights.

Bibigo is Korea’s largest food brand, and the ad is part of a new global campaign and rebrand encouraging the world to “Live Delicious.”

The spot, directed by Lucrecia Taormina of Prettybird U.K., features fun choreography and an irrepressible sense of style, as Bibigo aims to make the world fall in love with Korea’s food the way it’s fallen for its pop music.


“We have huge ambition for bibigo globally—we want to win the world’s tastebuds,” said Shawn Park, global brand group leader at Bibigo. “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.”

The campaign includes a new brand design system featuring bold photography and type.

Bibigo print ad with people smiling and laughing at a table

Bibigo print ad with food arrayed on a table

An overview of Bibigo’s new visual design system

“We think there’s no better brand than Bibigo to inspire a busy and chaotic world to ‘Live Delicious,’” said Ian Toombs, chief creative officer at W+K Tokyo. “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.”


Aug 25, 2023
Client :
Agency :
Wieden & Kennedy-Tokyo
Creative Director :
Dan Norris
Creative Director :
Ray Shaughnessy
Copywriter :
Max Cameron
Art Director :
Jane Kang
Designer :
Akane Yasuda
Designer :
Jackie Hudson
Head of Strategy :
Thijs van de Wouw
Senior Strategist :
Rudy Jean-Francois
Communication Planning Director :
Patrick Fahey
Communication Planner :
Joanna Fukae
Agency Producer :
Elisha Lai
Agency Producer :
Siyun Kim
Brand Director :
Ara Jo
Brand Executive :
Sujung Kim
Chief Creative Officer :
Ian Toombs
Chief Creative Officer :
Vivian Yong
Managing Director :
Yosuke Suzuki
Head of Production :
Michelle Brough
Production Company :
Co-Founder/Executive Producer :
Juliette Larthe
Director :
Lucrecia Taormina
Head of Production :
Fiona Bamford-Phillips
New Business Rep :
Mia Powell
Head of Creative :
Tom Manton
Executive Producer :
Paulette Caletti
Senior Producer :
Cindy Burnay
Production Assistant :
Enrique Da Silva
Local Production Company :
Passion Pictures-Bangkok
Exec Producer :
Beryl Anne Tan
Line Producer :
Narii Apichaimongkol
Production Manager :
Kritthacha Kornchee
Production Coordinator :
Akanit Rattanamanee
Production Assistant :
Zaruntus Ammaraparn
1st AD :
Teetawat Suntiparpluacha
Simon Chaudoir
1st AC :
Sithi Chernaugsor
2nd AC :
Theeraset Charaemram
Steadicam :
Watcharawit Ya-inta
Qtake Playback :
Thatchakorn Dechaphanomporn
DIT / Live Grade :
Thianrawee Temcharoensuk
Gaffer :
Maitree Wannachot
Choreographer :
Chayanuch Akjiratikarl
Choreographer :
Chanchana Akjiratikarl
Production Designer :
Pallop Chomthaworn
Stylist :
Punda Simtrakul
Makeup Artist :
Zazee Anchisa
Hair Stylist :
Yoshi Pakin
Food Stylist :
Duang-tithi Claewplodtook
Location Manager :
Thitiphan Mongkolnimitying
Casting Director :
Parichad Wisetpanich
Casting Assistant :
Anchisa Eksirimeteekul
Cast :
Piyawan Atsawasinsap
Cast :
Nathaporn Kosolpothisup
Cast :
Izabel Bartholomew
Cast :
Anna Goriainova
Cast :
Thawatchai Osathanon
Cast :
Pemika Ratsameechawalit
Cast :
Natacha Srichai
Cast :
Sirinut Apijundet
Cast :
Pongsathorn Sribongkod
Cast :
Edit Company :
Editor :
Ross Hallard
Assistant Editor :
Lorna Searl
Offline Producer :
Polly Kemp
Sound Design Company :
Sound Designer :
Seb Bruen
Music & Vocal Supervision :
Three Peaks Music
Musical Artist :
Oscar Scheller
A&R Manager :
Fin Kemp
Colorist :
Luke Morrison
Color Producer :
Olivia Jessop
Post Production :
The Mill-Shanghai
Executive Producer :
Jamie Loudon
VFX Producer :
Lucia Chen
VFX Supervisor :
Schalk Van der Merwe
Flame Artist :
Andrew Kang
Comp Lead :
Jiabin Cao
Comp Artist :
Anton Zheltiakov
Comp Artist :
Sally Lu
Comp Artist :
Zhisong Liu
Asset Lead :
Simon Glas
Asset Artist :
Iris Jiao
Photographer :
Kachain Wongleamthong
Producer :
Suwanee Suwanseangroj
Producer :
Ratanasukan Pibulpanuwat
Producer :
Wasinee Reanracha
Photographer Assistant :
Kolayuth Kumvapee
Photographer Assistant :
Cherdsakul Suetae
Photographer Assistant :
Somsanith Phonhalath
Digitech :
Suthep Chantasiri
Retouch :

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