Rare is it that you see a campaign and go: “That will win everything in site this time next year”. Well, this might just be one of those campaigns. In 2012, Chipotle and CAA cleaned up (rightfully) with their emotive and powerful ‘Back to the start’ film. A combination of stunning attention to detail, ingenious musical selection (who knew Willie Nelson could bring actual soul to a Coldplay song?) And a powerful brand message that resonated in all the right ways saw the film become a touchstone for ethical marketing and creativity.
Chipotle have followed this up with another film, this time a trailer for it’s mobile game ‘The Scarecrow’. The film and game are designed to highlight the different choices that fast food manufactures make and the impact that it has on our environment, society and the choices consumers make. Chipotle & CAA went with the whole ‘if it aint broke, don’t fix it’ concept here, but in my opinion, elevated beyond what Back to the start achieved. A darker edged Pixar feel permeates the film (from production company Moonbot Studios,) which is heightened by the (genius) use of Fiona Apple singing a wildly re-imagined ‘Pure Imagination’ from Willy Wonka. While in the film, the song is a lush and optimistic ditty, the songs double meaning is bought to life brilliantly by Fiona Apple and adds to the heightened drama in the Chipotle film. It’s beautifully paired duo, and sets the dramatic tone that the game itself is trying to achieve. (From what we can tell, it looks like a fully immersive platform game – Mario with Scarecrow’s.)
I’ll have to download the game to get a sense of whether it’s any good or not, but, if the same level of detail has been included in the game as their has been in the film, then it could really be something special.