Think before you eat folks!
This brilliant advertisement / short from Chipotle really sums up some of the major problems with the problem of how food is created and consumed in America.
Celebrity cover of a famous song + gorgeous animation + potent environmental message = brilliant short film about the evils of industrial food production. It’s a formula Chipotle and CAA used in 2011’s “Back to the Start” spot, and reprised this year with Fiona Apple and Moonbot Studios. Apple hauntingly sings “Pure Imagination” from Willy Wonka over scenes of dystopian fantasy, as a scarecrow escapes from a terrifying job at Crow Foods and returns to handmade food production on the farm. The Oscar winners at Moonbot bring scale and grandeur to the visuals—it’s like a mini-feature—and Apple’s soundtrack is flat-out stunning. A gaming app gave you coupons for defeating the crows, and you could also buy the song on iTunes. Delightfully dark, powerful yet playful, this long-form morality tale was the year’s best branded-entertainment campaign.
Agency: CAA Marketing
Animation: Moonbot Studios
Music: Fiona Apple
Music Supervision: duotone audio group