Moving Mountains

News reaches me from Australia that McDonald’s is changing its name to Macca’s (its Australian nickname) to celebrate Australia Day.

If you have a look at the link you’ll see that they’re changing everything from the the outside signage to the little badges the staff wear.

I admire the idea, but I admire even more the fact this it’s actually happened.

getting a corporation the size of McDonald’s to mess with its branding is like trying to fix up a friendly between Israel and Palestine. The machinery, the process, the levels of approval… I can only imagine.

It now enters my Fucking Difficult Hall Of Fame, alongside Nike Plus (how the hell did anyone get Apple and Nike to join forces?), The changed Heinz labels and the Simpsons rebrand of 7-11.

Hats off.