Advertising, Social, OLVs, Brand Partnership, etc
What if people followed a restaurant not for the food posts, but to find out what happens next?
So instead of joining that race, I looked for something OCTO could uniquely own.
Jajangmyeon is one of Korea’s most iconic comfort foods, deeply embedded in Korean culture and K dramas. And OCTO had it.
So I turned jajangmyeon and OCTO into the supporting characters of a young love story, creating a K drama where the food is never the ad, but always part of the story.