| Title | READER KING |
| Brand | BURGER KING KOREA |
| Product / Service | BURGER KING |
| Category | E02. Small Scale Special Solutions |
| Entrant | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Idea Creation | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Media Placement | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| PR | CHEIL WORLDWIDE Seoul, SOUTH KOREA |
| Name | Company | Position |
|---|---|---|
| Jeongkeun Yoo | Cheil Worldwide | Executive Vice President |
| Wain Choi | Cheil Worldwide | Chief Creative Officer |
| Anna Oh | Cheil Worldwide | Art Director |
| Haesung Yoon | Cheil Worldwide | Copywriter |
| Kayoung Seo | Cheil Worldwide | Copywriter |
| Changyu Park | Cheil Worldwide | Account Director |
| Soo Jung Park | Cheil Worldwide | Account Executive |
| Yena Kim | Cheil Worldwide | Account Executive |
| Jay Lee | Cheil Worldwide | Account Executive |
| Youseok Lee | creamcheese film | Agency Producer |
| Chulhee Park | Sunny Studio | Designer |
| Jisung Park | Sunny Studio | Designer |
Books are good food for the soul. But students in Korea stopped reading. Because of homework, playing games or on their phones While serving students hearty meals, Burger King got to thinking. What if we also served some “Whopper for the soul”? On April 23rd for World Book Day, BurgerKing became ‘Reader King’. We change Burgerking’s tray-mat into book. We chose Korea’s forgotten classic novels and fit them into each tray. 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. Each book just like a hearty Whopper kept the mind of student filled.