024: MIK Museletter
We’re back with another edition of The MIK Museletter, a must-read for industry insights and creative inspiration.?
What’s Got Us Talking?
Building brand recognition is hard enough, so when you have one of the most iconic logos in history, you generally don’t want to mess with it. But then again, most brands aren’t Coca-Cola.
The new “Recycle Me” campaign gives us the Coca-Cola logo as we’ve never seen it before— twisted, crumpled and almost illegible. Led by Ogilvy New York, and activated by Ogilvy LATAM, the campaign depicts the iconic logo after a can has been crushed, reminding users to recycle.?
The campaign took out the Grand Prix at this year's Cannes Festival, marking Coca-Cola’s first Cannes Lions Grand Prix in a decade. However, many people were quick to point out a possible oversight of crushing cans before recycling.?
Many recycling depots around the world use single-stream systems, meaning that everything is mixed, and then sorted automatically. The sorting process relies on the material and shape of each item therefore crushed cans lose their unique shape and can be easily mistaken for a non-recyclable material and get pushed out of the recycling pile.
So, creative genius or mixed messaging??
We’ll leave this for our readers to decide.?
Spotlight On MIK
This week we sat down with MIK’s Senior Podcast Producer, Amelia Navascues.?
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What do you think is special about podcasts as a medium?
I think it remains a very intimate medium. Depending on the format of the podcast, you’re often getting an unfiltered and uncensored perspective of the world which, we know through things like TikTok, is what audiences are looking for. People love seeing their niches explored in depth and podcasting can offer that in a way that disrupts traditional media channels.
How have you seen the podcasting space evolve?
I think most people know that the market is already oversaturated, so I think video is becoming more important than ever and the concept of what constitutes “a podcast” is changing. We’re seeing more integration with platforms like YouTube, and Spotify’s video functions, alongside TikTok / Instagram playing a big role in the growth and reach of podcasts. I also think some people’s/brands' goals with podcasts have also changed a lot. We’re seeing more podcasts being used as a launch pad for short-form content as the end goal, whereas before, clips would be used to promote a podcast. I don’t know if this is necessarily a good or a bad thing, but just depends on the needs of the person and or brand and what they want out of their podcast.
What’s your proudest moment at MIK?
Earlier this year we launched a five part docuseries in collaboration with Em Rusciano which has received great results, including being part of a recent Spotify campaign for “Best Podcasts of 2024 so far.” We also found out that podcasts that focused on exploring neurodivergence have now also been used in clinical practices as "recommended listening", so it’s nice to see a podcast having positive practical uses.
Top five podcasts people should be listening to?
What’s got you excited about 2024?
Working with the Fairbairn brothers on a new comedy podcast.
MIK is a creative studio providing 360° digital services. Based in Australia, working worldwide.
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