~~October 11, 2015~~
CHIPOTLE: SUSTAINABLE FARMING
Chipotle returns to Animation to Support Sustainable Farming
Two years after Chipotle Mexican Grill introduced to widespread acclaiman animated commercial with a pointed message about sustainable farming, the company is back with another animated spot on the subject of food production.
The new commercial, called “The Scarecrow,” has already amassed more than four million views on YouTube since it was uploaded. The commercial takes swipes at giant companies that treat food like another product to process and contrasts that with food made in sustainable ways that is fresh and wholesome.
You can see “The Scarecrow” here
The subject of inhumane farming is not an easy one to broach. Some people just don’t want to know about it because, well, it’s not pleasant to hear about animals being forced to live in horrific conditions and being pumped up with chemicals. But fast food chain Chipotle, which only does business with farmers dedicated to humane practices, found a way into people’s hearts and minds through Back to the Start.
Created in conjunction with the CAA Marketing arm of Creative Artists Agency and director Johnny Kelly, the animated short tells the story of a farmer who has allowed his humane family farm to be transformed into one of those horrific factory-style farms but ultimately realizes the error of his ways and moves back toward more sustainable farming methods.
It’s an emotional journey, and the captivating visuals — all of the action is captured in one long pan that runs throughout the film — are supported by Willie Nelson’s haunting rendition of Coldplay’s “The Scientist.” Co.Create spoke with Jesse Coulter, co-chief creative officer of CAA Marketing, to explore the making of this affecting piece of branded content.
“As it appears in …. full read/full credit”
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~Back to the Start~
~Uploaded on Aug 25, 2011~
Coldplay’s haunting classic ‘The Scientist’ is performed by country music legend Willie Nelson for the soundtrack of the short film entitled, “Back to the Start.”
The film, by film-maker Johnny Kelly, depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.
Chipotle Mexican Grill established the Chipotle Cultivate Foundation in 2011 to extend its commitment to creating a more sustainable food future.
The foundation is dedicated to providing resources and promoting good stewardship for farmers; promoting better livestock husbandry; encouraging regenerative agriculture practices; and fostering food literacy, cooking education, and nutritious eating.
Since its inception, the foundation has contributed more than $3 million to like-minded organizations committed to cultivating a better world through food.
We ALL are connected through NATURE!!
We ALL are ONE!!