The Rugby World Cup 2007 is over now, and South Africa won. I was reminded that it was on when I walked by a French fast food establishment and saw that one of France's star rugby players had agreed to the placement of his signature on top of their seasonal cheeseburger variants. The man who signed the cheeseburgers is France's fly half Frederic Michalak.
I bought the cheeseburger so that I could create photographs for this series on ambient text. After taking the picture I took a bite of the burger only, being careful to avoid the rest. The beef product was not really any better or worse than other fast food combinations on the market, but the apparent poor quality of the bread and cheese was a disappointment.
The most heartening aspect of this innovative take-out idea is that it could trigger countless printed matter campaigns in the sector. There's no need to repeat the platitudes passed around in fortune cookies (although - shortly after learning about the Michalak burger - when I received an encouraging text about imminent uplifting encounters, I wondered whether I was being too harsh in my judgement), and texts resembling cookie copies would not be fun to eat.
I suggest: sports trivia, haiku, short fiction, library addresses. "No reading at the table" might become a rule relegated to the past.
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