MLB — Pojangmacha
BASEBALL IS SOMETHING ELSE. IN KOREA. Pojangmacha, also abbreviated as pocha (포차): A Korean street food stand, a hotspot for late-night eating and drinking. To kick off the season we ventured into F&B to give the local food culture staple some big-league flavours with a three-day event in the heart of Seongsu, Seoul’s pop-up district. Major League Baseball entertainment, meets the entertainment capital of the world.
At the heart of the event was a lineup of 9-star player hot dogs, each inspired by their stories, hometowns, or even family recipe favourites, developed and finessed in collaboration with celebrity chef Austin Kang. To promote the whole thing we launched brand films, keyvisuals, social teasers, and other foodie content. The culinary ballpark experience sold out in just 18 minutes. Produced for MLB at W+K in Seoul, Korea.
ANTHEM FILM: MLB X POCHA
TEASER: FOOD LINEUP
TEASER: GOLDEN GLOVE CAKE
PLAYER KEYVISUALS
Jung Hoo Lee’s Soo Yook Dog
Aaron Judge’s Chicken Parm Dog
Ronald Acuña Jr’s Jangjorim Dog
Corey Seager’s K-Tex Dog
Shohei Ohtani’s Two-Way Takoyaki Dog
Francisco Lindor’s Pastelón Dog
Bobby Witt Jr’s Hanging Curveball Tanghulu
Bryce Harper’s Chicken & Waffle Dog
Ha Seong Kim’s Gold Glove Dog
THE POCHA EVENT
Creative Direction | Art Direction