Post pobrano z: Burger King: The Subway Grill Shelf
Media, Outdoor
Burger King

BRIEF
Burger King has been flame-grilling burgers since 1954. That’s one of the key product differentiators for the brand and we are always looking for opportunities to highlight that. 

CHALLENGE
Most people are only tuned to their phones or books during subway journeys, ignoring the environment around them. We decided to disrupt that by creating a way to bring our product truth to life even in this typically low engagement medium. 

IDEA
We have leveraged the existing subway luggage shelves to create an optical illusion as if passengers were underneath our grill. With that we broke the monotony of the subway with a fun, flame-grilled experience. 

This idea is particularly relevant to the brand, as Burger King can optimize out of home media spent by focusing on the subway routes which overlap with restaurant locations. That’s why we wrapped an entire train in Korea. 

Advertising Agency:Cheil, Seoul, South Korea
Creative:Dongeon Lee