| BACKGROUND
“Books are good food for thought”
But, students in Korea stopped reading. Because of homework, playing games, or on their phones. As Korean students are always pressed for time, Burger King is one of the most popular fast food restaurants for them to fill their stomachs in a hurry.
So we thought, “What if the Burger King served students hearty meals and food for thought during the short time they stay at Burger King?”
| IDEA PROPOSAL
Collaborate with the ‘World Book Day by UNESCO’
On April 23rd ‘World Book Day, Burger King have Intellectual Transformation. I thought each paper sheet on the trays can be transformed the mini size books can read while students are eating their burger.
| IDEATION PROCESS
| Logo design idea
| Key visual / Campaign promotion idea
| Social & Event marketing idea
In terms of the size, the volume of the book, the main target (teenager students) and the client's budget, we selected the Korean classic short stories for the contents of the book. The stories were chosen from the website operated by the Korean Copyright Commission which offers shared copyrighted book to free download. The final contents were selected based on the counts of downloads and views.
/ Final Creative outcome /
-Campaign Slogan-
“Books feed your mind as Whopper does!”
| Book & Tray print design
| Logo Design
| Poster Design
| Retail Design
| Social Campaign
Everyone who ordered was served a Reader King Book. And over 6000 people read a book at Burger King for just one day. Reader King was all over the news and got huge attention on social media. Press
