Best of 2017 Print/Outdoor/Design--No. 9: Burger King's Optical Illusion Makes It Look Like Burgers Are Grilling on the Subway

Idea Came From a Student in Seoul

Published On
Jan 10, 2017
Flame Grilled Subway

Editor's Pick

Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At #9 in Print/Outdoor/Design, Cannes Lions Marketer of the Year Burger King kicked off 2017 with this fantastic idea from Cheil in Korea. The simple outdoor stunt reminded train riders in South Korea of the fast feeder's burgers by turning the cars' luggage racks into grills.

Original Story:

In South Korea, Burger King is tempting commuters to think of its flame-grilled burgers with a clever optical illusion on subway cars.

The brand wrapped an entire train with the posters, which make it look as if the burgers are grilling on the cars' existing luggage shelves and the passengers are underneath the grill. The campaign is particularly targeting routes which serve Burger King restaurant locations.

The idea came from a student, Dongeon Lee, at the Hongik University in Seoul. Burger King Korea brought it to life in partnership with the student and local agency Cheil Worldwide.