CJ Bibigo ‘Internal conflict’

We are asked to introduce Korea’s CJ Bibigo Instant cooked rice to Vietnamese consumers in the middle of our longest ever lockdown due to Covid-19. The task is to market the product as a tasty, nutritious and, most importantly, healthy substitute for other types of instant food. It’s a challenging brief since we aren’t allowed to shoot film nor have any pre-made material for this market. Hence, it’s fun to go ridiculous and be playful with the concept.

As the campaign targets young adults who inhale pop culture and live on the Internet, we employ emojis and quirky editing to conduct a funny ‘internal conflict’ between the involving organs of the body, a metaphor for our consumers’ dilemma when it comes to instant food shopping.