Short List
Product / ServiceBURGER KING
CategoryA03. Targeted Ambient Media: Small Scale
Production Company BREAKFAST FILM Seoul, SOUTH KOREA


Name Company Position
Hwang sung-phil, Oh hyung-kyun Cheil Worldwide Creative Director
Hwang sung-phil, Oh hyung-kyun Cheil Worldwide Art Director
Lee da-min Freelancer Copywriter
Lee won-il, Cho kap-shin, Choi chang-eun, Kim mi-na, Jeon jee-hye Cheil Worldwide Account Executive
Han ju-hyung Nowcom Technical Director
Lee jae-chul Breakfast Film Director
So yun-sung, Park kwang-hyun Breakfast Film Assistant Director
Kim do-hyun Freelancer Cameraman
Woo sang-hyung, Park mun-kyu, Shin ji-ho, Moon han- byeol, Kim gi-tae, Choi min- Freelancer Camera assistant
Oh se-min lmagine Lighting technician
Yoo jung-min, Lim sung-ho lmagine Lighting assistant
Lee jae-youn, Lee go-eun Seoul vision Editor
Ha ju-hyun, Kim a-young, Lee won-sik, Jang seok-yong Seoul vision Frame Artist
Lee jong-woo, kwon dae-hyun, Cho sung-suk, Cho jin-woong Orange code Main composer
Park soo-yang, Park woo-baek, Lee min-young, Kim soo-jung People agency Model agency
Jeon Hyo-eun Freelancer Production copywriter
Choi ji-won JW pictures Photographer
Kim yong-un Boda communication Designer
Jang duk-won Cheil Worldwide Producer

The Brief

Mornings in South Korea are exceptionally hard. While Koreans spend almost 1 hour in public transportation every morning, they cannot even get peaceful nap. Because they are afraid to miss their stop. With these circumstances in mind, we thought that Burger King Korea needed new marketing tool to catch Korean commuters’ eyes and get them to act. So we created the Burger King Sleeping Mask. The sleeping mask is designed with a message asking to “Wake me up at XXX Station”. So the mask wearers can nap in peace, while others read the message and wake them up at the right station. Also, inside the mask are 2 free King Americano coupons. People can enjoy a free coffee from a nearby Burger King themselves, or share one with the person who woke them up. In the latter case, the wearer actively promotes Burger King on his or her own, unintentionally.

Creative Execution

This campaign was executed from Feb. 23, 2015 until Apr. 15, 2015. First, we distributed sleeping masks around 9 Burger King outlets near 5 different subway stations stations (Gangnam, Hongik Univ., Samsung, Yeoksam, and Sinchon Station) that are the most crowded during the morning rush hour. We also gave sudden notices for the distribution spots via Burger King’s social media pages beforehand, which evoked people’s curiosity and led them to actively participate in the campaign. Though the two month-long promotion is over now, many commuters are still using the Burger King sleeping mask every morning. That is, consumers are spontaneously continuing the campaign by themselves. As per the request of numerous consumers, Burger King expanded this campaign to outlets around 8 stations in Busan, the second-biggest city in South Korea.

Describe the creative solution to the brief/objective.

We learned that the morning hours in South Korea are the toughest time for both Koreans and Burger King Korea. The Korean commuters just wanted to nap peacefully on their commute, and Burger King needed to boost their morning sales. We connected their needs with the Burger King Sleeping Mask, and solved problems on both sides by allowing Koreans to sleep peacefully without worrying about missing their stops, and attracting more morning menu consumers to Burger King stores.


The total average in morning sales increased by 18.7% in participating Burger King stores; social media mentions of Burger King increased by 44.5% with positive response by consumers. And Burger King’s brand popularity showed an increase of 33%. (Feb~March 2015 vs. previous month) Furthermore, Burger King Korea is planning to make more sleeping masks with other city’s station names, and is considering to introduce a new morning menu that includes the mask. But not only that – the sleeping mask wearers had priceless deep sleep, and those who saw these funny eye patches were able to share a good laugh. Though the harsh conditions of South Korea are nearly impossible to be changed, this campaign allows their mornings to be somewhat restful.