Mexican restaurant chain Chipotle’s brilliant ‘Back to the Start’ campaign used animation, emotion and a celebrity cover to tell the sorry story of industrialised food production. It caught plenty of attention and won plenty of awards for its trouble, including a couple of Cannes Grand Prix in film and branded content. And it’s following the same strategy for the follow-up, The Scarecrow.
CAA Marketing and Oscar-winning Moonbot Studios were behind the work, with Fiona Apple covering ‘Pure Imagination’. And if the video isn’t enough, Chipotle has also moved into gaming.