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This idea was part of an explorative deck Media.Monks presented to the whopper's maker.
It was an open brief: ideate a national campaign that attracts and loyalizes new customers in Japan.
The insight
The insight
Gitaigo and Gijougo are non-onomatopoeic ideophones extensively used in Japanese—they refer to actions, emotions or states. These words, created by the repetition of a word or sound, are characteristic of Japanese Culture, and some already exist for expressing sensations derivating from food too!
Shaki-Shaki for "Crisp"
Neba-Neba for "Slimy"
The idea
The idea
People have to learn the new vocabulary, then use it to order at the restaurant.
On the BK website, an interactive page—the Vocabulary of Taste—combines burgers and ingredients with new words. TikTok influencers use the new language to order from the store and create hilarious trends.
An advertisement where the new BK language is spoken, with a call-to-action to learn “the language of taste.”
The “Language of Taste” campaign generates curiosity in the viewers and invites them to participate in the foundation of the new language of taste.
As the language of taste propagates, it will be hard not to think about BK next time you want something crunchy, soft, or cheesy.
The trigger
The trigger
The campaign should play around with the sense of community around the BK world of real taste.
The BK language speakers become part of “the inner circle”—they will be invited to exclusive events and get secret weekly specials.
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