Reader King
Corporate Social Responsibility Campaign
Overview
Books are good food for thought. But Korean students stopped reading because of homework, playing game or SNS. We thought while Burger king serves students hearty meals, what if they also served some good food for thought. On April 23rd, for World Book Day, Burger King had an intellectual transformation as a ‘Reader King’ with books in every tray. This campaign contained all types of media from digital to retail.
Client
Burger King
Role
Creative Director
MISSION FROM
CLIENT
SOLUTION
Enhancing brand value by giving meaningful social experience to main consumers
What if Burger King can give students (their main customers) free time to read by using the burger-eating time as a meaningful book-reading time?
HOW?
An Intellectual transformation of Burger King in the spirit of world book day
CAMPAIGN
OUTCOME
Integrated marketing campaign from social media to retail design
LOGO DESIGN
BOOK + TRAY DESIGN
SOCIAL MEDIA DESIGN
POSTER & RETAIL DESIGN
IMPACT
Over 6000 people read a book at Burger King for just one day. Reader King was all over the news and press and received huge attention on social media. Press
SUMMARY
APPENDIX
Design Iterations
