This clever idea came from student Dongeon Lee at Hongik University in Seoul, who won first prize at a Cheil-hosted competition last year. The campaign started in December and ran through mid-January in subway routes covering college and office areas in Seoul.
Lee is currently working as an intern at Cheil.
Ad Nut wonders whether any late-night passengers who'd had a few drinks tried to actually eat those delicious-looking paper burgers. Also, how long did the patties last before they were taken home as souvenirs?
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