The Scarecrow Who Changed the World - with Fiona Apple
A poignant clip on sustainability [VIDEO]
Chipotle have hit the nail on the head again with this poignant animated clip, which tells the story of a scarecrow who sets out to provide an alternative to processed, factory-made food. The video heads a campaign which includes a stunning website packed full of information and an iPhone/iPad game, as part of the Mexican Grill's commitment to Food with Integrity.
The game aims to promote action, encouraging players to help restore hope for animals, farms and the environment in the fictional city of Plenty - while providing healthy and delicious food. Aside from the catchy animation and pitch-perfect execution, this campaign - which follows previous efforts by Chipotle to promote sustainability and integrity in food production - gamifies its message by offering buy-one/get-one free cards in return for stars earned on each level.
And on top of all that, the clip has a beautiful, haunting soundtrack - Fiona Apple 's cover of “Pure Imagination” from the 1971 film classic “Willy Wonka and the Chocolate Factory.” Food for thought indeed.
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