With over 3 million views in just a few days, this superb new film from Chipotle, which acts as a companion film for Chipotle’s new mobile game called ‘The Scarecrow’… A bold move, which wouldn’t have come cheap, but placing ‘content’ at the core of their new campaign is perhaps likely to see them back on stage at Cannes in 2014, for the new campaign promoting their stance against other fast food chains that continue to use mass production techniques for their fast food.
Not only is the film amazing, it just happens to feature the song “Pure Imagination” performed by Grammy Award® winning artist Fiona Apple to give it that edge.
Why a game? Well, it’s all about the content, interaction, education and drive to store. The mobile and tablet app is minimally branded but features fantastic game play as you complete tasks to change the world of mass-produced fast food. You earn credit that unlock coupons for free food at the fast-food restaurant chain, all whilst getting an education about sustainable food. Brilliant.