A global campaign that brought together Korea’s #1 food brand bibigo and one of Netflix’s most iconic shows.
By fusing Squid Game’s high-stakes tension with bibigo’s playful take on K-food,
we created a new way for global audiences to engage with Korean culture —
visually, emotionally, and deliciously.
By fusing Squid Game’s high-stakes tension with bibigo’s playful take on K-food,
we created a new way for global audiences to engage with Korean culture —
visually, emotionally, and deliciously.
Set against the global hype of Squid Game, bibigo tapped into the cultural moment to elevate its brand message — Live Delicious.
The campaign flips a familiar moment from the show — “Red Light, Green Light” — into a fun, irresistible craving.
Instead of survival, what awaits is sweet and savory temptation.
Instead of survival, what awaits is sweet and savory temptation.
With the line “Play Hard. Live Delicious,” we built a concept that merges iconic K-content with everyday K-food.
The result is a vivid brand experience that’s thrilling, witty, and unforgettable — rolled out across key visuals, digital content, and physical retail.
The result is a vivid brand experience that’s thrilling, witty, and unforgettable — rolled out across key visuals, digital content, and physical retail.
These key visuals didn’t just live on screen — they were brought to life across real-world touchpoints.
From Korean supermarkets to global transit hubs and urban billboards,
the campaign extended into everyday spaces around the world —
turning Play Hard. Live Delicious. into a truly global and tangible experience.
From Korean supermarkets to global transit hubs and urban billboards,
the campaign extended into everyday spaces around the world —
turning Play Hard. Live Delicious. into a truly global and tangible experience.
Play Hard. Live Delicious. didn’t just win hearts — it won awards.
The campaign took home Gold at the 2025 Tambuli Awards,
recognized for turning bold visuals into a globally resonant cultural moment.
The campaign took home Gold at the 2025 Tambuli Awards,
recognized for turning bold visuals into a globally resonant cultural moment.
Jointly developed by CJ CheilJedang and Monks (South Korea),
the campaign was praised for its seamless integration of pop culture and product,
bridging K-content and K-food through immersive storytelling and standout design.
the campaign was praised for its seamless integration of pop culture and product,
bridging K-content and K-food through immersive storytelling and standout design.
Working on this campaign reminded me of the true power of K-culture —
not just as entertainment, but as something that extends into everyday life, even through food.
not just as entertainment, but as something that extends into everyday life, even through food.
It was incredibly meaningful to create something that didn’t just advertise a product,
but bridged content and cuisine into a single, unified cultural moment.
It felt like more than just a campaign —
it became a new kind of experience, one that people could see, taste, and remember.
but bridged content and cuisine into a single, unified cultural moment.
It felt like more than just a campaign —
it became a new kind of experience, one that people could see, taste, and remember.
Client : CJ CheilJedang / bibigo
Agency : Monks
Production : Mecca
Creatives : Nahil Kang, Jaemin Cho, Soyoung Heo, Noi Sudirman, Jaslyn Tjhai
Producer : Dee Shin, Hyojung Lee
Food : Studio K-One
Special Thanks to Account Emily Jung
Agency : Monks
Production : Mecca
Creatives : Nahil Kang, Jaemin Cho, Soyoung Heo, Noi Sudirman, Jaslyn Tjhai
Producer : Dee Shin, Hyojung Lee
Food : Studio K-One
Special Thanks to Account Emily Jung