Blake’s Lotaburger
“Not So” Perfect Moments
Advertising loves perfect moments. People usually remember the other ones.
Advertising loves perfect moments. People usually remember the other ones.
The truth
Bad date. Great shake.
Terrible morning. Great breakfast burrito.
Life can go completely sideways and still give you one good thing.
The idea
“Not So” Perfect Moments.
Blake’s couldn’t make the whole day perfect.
But it could improve the next few minutes.
The device
We crossed out “Not So.”
That was pretty much it.
A Not So Perfect Date became a Perfect Date.
A Not So Perfect Morning became a Perfect Morning.
One small move changed the entire sentence.
The system
Because the idea was so simple, it could keep going.
New moment. New headline. Same little correction.
It gave us a campaign system that worked across OOH, social, digital, and video.
New moment.New headline.Same little correction.
The tone
We didn’t want to pretend life was perfect.
That was the whole point.
Credits
- Gabe Kachirisky
- Creative Director / Art Director
- Heather Apodaca
- Creative Strategist
