Chipotle is known for its great tasting food, but few know that Chipotle has radically changed the fast food industry. Believing that the more people know about Chipotle, the more they will become passionate and loyal customers, Chipotle wanted to tell this story.
The result was a content-driven marketing platform, “Cultivate a Better World," designed to emotionally engage customers in Chipotle's journey to create a sustainable future. As a continuation of the Cultivate platform, “The Scarecrow” was created to create a conversation about the state of processed food and its effect on our world.
“The Scarecrow,” is an entertainment franchise (an animated short, mobile game, and song) that depicts a scarecrow’s journey to bring wholesome food back to the people.
The film, directed by the Academy Award-winning Moonboot Studios, is set in a dystopian world where food production is controlled by fictional industrial giant Crow Foods. The short was distributed on YouTube, in-game, and alongside the theatrical release of the documentary “GMO OMG.”
Additionally, the film is set to a remake of the song “Pure Imagination” from the 1971 film classic “Willy Wonka and the Chocolate Factory,” performed by Grammy Award-winning artist, Fiona Apple and is available on iTunes for charity.