We all do it.  We’re in a rush, we need to refuel and we end up at a fast food joing. In Canada we’re all likely familiar with the 2 following brands : McDonald’s & Tim Hortons.  Ah yes, the 2 golden fast food franchises that cover our breakfasts, lunches & dinners.

While recently visiting both restaurant chains, I’ve realized that both are doing a very poor job of both communicating and executing their new Eco initiatives,  namely their new Eco Trash Bins.

Both companies have introduced their own versions of pre-sorted bins, where they indicate you can throw paper,  garbage,waste or recyclables.  In concept, it’s a great idea, but realistically,  there’s a huge flaw!  Let’s say I order a Big Mac Meal at McDonald’s, The burger comes in a kind of cardboard box, but it’s definitely been coated with some form of plastic/wax.  Does that count as Paper?  Or is it Garbage?   The Fry Box is certainly cardboard,  but then the Cup…It too, has been covered in a plastic/wax film,  and then there’s the lid and straw both of which are plastic.

Now, what happens if I order a double cheeseburger…the 1.39 version.  They omit the box,  but wrap the burger in a film paper, which is definitely not pure paper.  There lies the question,  Garbage, or paper?

McDonald’s should take the approach that Tim Hortons has, which is to illustrate which of their packaging options goes in which container.

The fault that Tim Hortons has, is since replacing their normal trash cans to this single larger multi-compartment boxes,  they’ve made it hard for someone at the front of the store on a busy morning to get to the middle of the store where the box is.  Now there’s trash all over outside.

While I support all initiatives that these companies are introducing to help recycle and become eco-friendly, communication is a vital part of this transition and I hope to see brands communicate their instructions & efforts more clear in the future.

Paul McCartney Sure knows how to keep a crowd going. A massive 3 Hour show, 35 song Set, and virtually not a sip of water, he can still out-perform some of the biggest names out there today…and he’s 68 years old. Footage Shot from Section 320 of the Air Canada Centre.

Shot and Edited 100% on iPhone 4, with iOS 4 – iMovie for iPhone.

As some of you may recall,  I’m a big, big fan of Richard Ashcroft…Infact,  His “Human Conditions” pre-order poster is hanging above my computer desk as we speak.  Such a brilliant song writter.  Well, after release “Are you Ready” to his exclusive members-only fanclub,  the album is now ready for release.  I think I’m mostly looking forward to the song penned “this thing called life” .  Suppose I’ll find out Next monday what I really think!

Orange Amps. These beauties look just as brilliant as they sound.

Ok…so…the brand name is “orange”  it’s only expected that you’d make your amplifier Orange…And they did.   But the quality and the image that these amps portray is rather crazy!  You can instantly spot one of these amplifiers from a concert.  For some crazy reason,  no other amplifier maker has ever made a coloured amp.  Everyone else goes Black.  I’m at a loss for why …Anyone else know? To only “amplify” this quality brand,  they’ve got this iconic logo on each amp.  Distinctively British.  This single brand, while only delving into 1 product …amplifiers for guitars and basses,  is highly regarded in the world of music, and can instantly be recognized and that to me,  makes them ace, in the world of branding.

And there’s one brand in the UK who just get it.  Waitrose.  Waitrose, as described by their agency are “…a high-end grocery store that combines the convenience of a supermarket and the expertise of a specialty shop. What distinguishes Waitrose from other supermarkets is their philosophy on quality foods produced with consideration for the environment, care for animal welfare and respect for people who work to supply it.”

Cossette, created these fantastic commercial spots for Waitrose.  It’s a really refreshing change to see these commercials, over the ones we’re used to seeing in Canada.  Unlike some of President’s Choice commercials, the focus of these spots is directly on the delicious foods, with the suggestion of how they go well with other items, and the setting where they can be enjoyed.  It just feels so much less of a product pitch, as a lifestyle choice.

Well done Cossette. – View the spots here.