The Brief
Our team was tasked with bringing JINRO’s toad mascot, Doo Ggu Bee, to life in a way that connects with young adult audiences (of legal drinking age) and cements him as a memorable cultural character.
Our Mission: Create a series of entertaining, shareable moments that go beyond product promotion, turning Doo Ggu Bee into a social media personality fans can’t wait to follow and interact with.
Our Strategy
We transformed Doo Ggu Bee from an unassuming mascot into a true social character by creating playful, culturally relevant content that kept fans engaged and coming back for more.
Whether he's stirring up mischief, sharing a laugh with his toad friends, or out celebrating life with Soju, every moment highlights Doo Ggu Bee’s fun-loving spirit and deepens the brand’s connection with its audience.
HOPPING ON THE TRENDS
🐸 click or tap on each phone screen to play the video 🐸
LET’S SHOW OUR FANS HOW TO PLAY THIS POPULAR KOREAN DRINKING GAME, APT!
DOO GGU BEE’S NIGHT OUT
Doo Ggu Bee takes center stage as JINRO’s nightlife ambassador, bringing the brand directly to the people.
Through a lively photo series, we capture memorable moments with friends and fans, making JINRO the unmistakable spirit of the night.
Karaoke Night
The Ladies’ Room
Saint Patricks Day
(click image to play video)
TEAM:
COPY | Gene Augusto
AD | Rio Bregman, Skyler Gregerson
DESIGN | Rio Bregman, Skyler Gregerson, Damian Dinh
VIDEO EDITING | Rio Bregman
CD | Vince Murray
ECD | Bob Rayburn
CCO | Jason Sperling
AGENCY | INNOCEAN USA