Filed under: A Bit Of Inspiration, Advertising, Attitude & Aptitude, Authenticity, Comment, Communication Strategy, Creativity, Culture, Deutsch, Entertainment, Food, Honesty, Marketing, New Zealand, Social Media, Technology
Well I told you I wouldn’t be writing any posts for a while and I have to say, I’m as surprised as you that I managed to stick with it.
Obviously a lot has happened in the past few weeks – including learning how nothing tests how good your family relationships is, like being cooped-up in a small hotel room together for 2 weeks, 24/7 – but we’re happy, excited and up for adventure.
Before I begin, I have to say how amazing the New Zealand organisation is.
So clear, consistent and compassionate.
For someone who had a very privileged covid lockdown period, I was amazed how much it had affected me when I came to a place where I didn’t have to worry about mad decisions and u-turns.
Anyway we got through quarantine, already bought houses and cars [I know, I know] so this week is about stretching our legs, getting Otis a school, ensuring Rosie – the cat – gets to complain as much as she likes and generally getting our bearings of the city before starting at Colenso.
But that’s all for another day, today I want to kick-start the regularity of this blog with this piece of rubbish.
Now I know the re-design of the Burger King logo is not new news.
And neither is what I will be writing about, as I talked about it when it happened.
But while I like many things about the new/old BK design, the thing I like most is how perfect it is for the emoji universe.
Seriously, look at it. It’a the most emoji thing ever.
Sure, I could talk about how clever the B and K fit together.
Sure, I could talk about how I’ve not seen a logo that made me smile since since SONOS.
Sure, I could talk about how it’s as squidgy as sinking your teeth into a Whopper.
But I’m not. I’m going to say how perfectly it would go with other fast food emoji’s already available.
🍔 🍟 🥤
Come on … you so can see it fitting in with that group can’t you.
Now imagine how it could be used to communicate BK’s food menu?
Or, better yet, how it could be used for TikTok/Whatapp order functionality?
Imagine being able to order BK delivery simply by emoji on whatever platform you’re on?
When I was at Deutsch, they tried something like it for Taco Bell using Slack.
Obviously it wasn’t in emoji form and there’s questions how successful it actually was – but it showed there’s more ways to order food than simply going on a website or app.
If that wonderful BK logo was turned into the emoji it begs to be, it could be a really interesting way to drive delivery using the platforms and iconography of culture.
McDonald’s had to pay Travis Scott millions to deepen their connection with culture. BK could do it in an emoji. Their emoji.
OK, I know that is easier said than done and emoji’s are carefully controlled, but given BK’s love of trying to be controversial to be noticed, here is something they could do that has a real benefit and value to all, not just the BK PR department.
Maybe.
I also know some people are slagging the logo off.
Saying it makes the brand look as old as their food or that they need to get their stores looking clean before relaunching their brand design. But apart from those people making the classic mistake of being subjective rather than objective … I’d love to see the work they’ve done recently that proves their actions rather than their words.
God, that was feisty wasn’t it?
I’m definitely back and rested.
But all that aside …
While it’s really nice to see a brand using design to be both distinctive and authentic – versus the corporately beige approach that seems to be the norm for so many – I really hope they see the opportunity for it to be more more than just a static image. Because I have a feeling if they embraced the way culture uses social and platforms, that logo could be more than a branding device, but something that dramatically drives revenue.
You’re welcome BK.
23 Comments so far
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im amazed you could write a new post with all the fucking gallivanting youre doing. oh its a post of some shit you posted everywhere a while back which means you couldnt be fjucking arsed. on fucking brand.
Comment by andy@cynic March 22, 2021 @ 12:38 pmthis timezone shit means you have finally done something that works for me. only taken you 20+ fucking years. wasnt worth the wait.
Comment by andy@cynic March 22, 2021 @ 12:39 pmIt is very unsettling.
Comment by DH March 22, 2021 @ 12:42 pmIf this is the new regular time he posts, it can act as my “nearly home time” alarm. So there are some benefits to it.
Comment by George March 22, 2021 @ 12:46 pmBad luck to all of you … I’m going to be posting much earlier every day, which means it will either be notice you have to go and have lunch or go to work. Basically anything but read my rubbish.
You’re welcome.
Comment by Rob March 22, 2021 @ 12:55 pmprick.
Comment by andy@cynic March 22, 2021 @ 1:03 pmif rob is back, andy is back better than ever.
Comment by DH March 22, 2021 @ 1:15 pmQuite happy about this new posting time, personally 🙂
Comment by Age March 22, 2021 @ 6:45 pmCrawler.
Comment by Bazza March 22, 2021 @ 7:57 pmThe BK logo is better than the BK food.
Comment by DH March 22, 2021 @ 12:43 pmBut I’d still order it if I could do it in emoji form.
Comment by DH March 22, 2021 @ 12:43 pmMe too.
Comment by Pete March 22, 2021 @ 1:37 pmFinally! It looks like you are loving life in NZ. It must be surreal after being in lockdown for so long. Though I saw a photo of your new home in NZ and I don’t know if I want to be friends with you anymore.
https://www.instagram.com/p/CMsVo9qhJp0/
Comment by George March 22, 2021 @ 12:45 pmyou have got to be fucking shitting me.
Comment by andy@cynic March 22, 2021 @ 12:47 pmI saw. I’m happy for Jill and Otis but I hate Rob.
Comment by DH March 22, 2021 @ 12:51 pmI know. I don’t know how we pulled it off either.
Comment by Rob March 22, 2021 @ 12:55 pmi do. its more proof of your deal with fucking satan. you owe me so fucking much campbell.
Comment by andy@cynic March 22, 2021 @ 1:00 pmAndrew does have a point.
Comment by George March 22, 2021 @ 2:47 pmWhat a beautiful home.
Comment by Pete March 22, 2021 @ 1:37 pmCovid has been really tough on you hasn’t it Rob.
Jesus … I only put it up 20 mins ago. You all must be bored.
Or sad.
Comment by Rob March 22, 2021 @ 12:53 pmfuck you.
Comment by andy@cynic March 22, 2021 @ 1:02 pmI almost have missed you Andy.
Comment by Bazza March 22, 2021 @ 3:39 pmdidnt miss you.
Comment by andy@cynic March 22, 2021 @ 5:12 pm