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.