Don’t Worry, FiLGood by BBH China

Agency: BBH China
Date: May 2019
Your Vote
Overall Rating
Opps, please vote again
0 votes

South Korea-based beer FiLGood is hoping to attract the younger generation of Happoshu drinkers in the country with a new campaign.

Happoshu is low-malt beer and while popular in Japan, is a relatively new category in South Korea. To raise awareness of the beverage, the Oriental Brewery-owned brand created a campaign called “Don’t Worry, FiLGood’, which tells the story of a young man getting a wrong haircut with the help of BBH China.

The campaign film shows how despite showing his hairstylist the haircut he desires; the young man still gets the wrong haircut from his overconfident hairstylist. A can of FiLGood then comes to the man's rescue and magically giving him a better-looking haircut.

According to the brand, the Korean term ‘Gap Boon Good (갑분굿)’, which means ‘suddenly the atmosphere feels good’, is a wordplay on a Korean neologism, created especially for this campaign.


Brand/ Product: FiLGOOD

Agency: BBH

Chief Creative Officer: Arthur Tsang

Creative Director: Issac Ku

Business Director: Elvis Li

Senior Account Executive: Yeha Kim

Senior Planner: Andrea Chen

Producer: Sam Lee, Su Hyun Lee

Editor: Post Tailor

Production company: Oh!Ska

Client: OB Brewery (AbInbev Korea)

Marketing Director: Dana Park

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.