Many people in South Korea commute via subway, yet most of them are only tuned to their phones or books during subway journeys, ignoring their surrounding environment. We decided to disrupt this by bringing Burger King’s product truth to life, even in this typical low-engagement medium.

For there are thousands of people who are inevitably exposed to the subway trains, we started to imagine what it would be like if anything in subway train could transform into certain “medium” – and there it was, the subway luggage shelf hanging below the train ceiling, waiting to be grilled and sizzled.

The campaign was launched in several Seoul subway trains that belong to Line No.5 and Line No.7. In order to reach as many people as possible, we wrapped the entire subway train with the advertisement. In addition, to increase the actual store visits, we executed a promotion giving out burger coupons for those who upload relevant pictures on their social network.

This campaign attracted global attention after its details were released to media all around the world, and the campaign film also became a hot topic as it swept across Youtube and social media. Following its first execution in South Korea, it is to be further executed in other countries as well.