Chipotle campaign satisfies judges’ hunger for creativity


An emotion-provoking campaign for fast food company Chipotle Mexican Grill took the top awards in the film and branded content categories at the Cannes Lions International Festival of Creativity.

Chipotle worked with Creative Artists Agency to create a short, animated film that promoted its use of food from sustainable farms. That "back to the start"-themed clip showed a famer who realized that he had turned his property into a factory-like setting where animals were cooped up, processed and then sent off to be eaten. After some self-reflection, the farmer decides to transition back to more sustainable farming methods.

There was no voiceover in the video, which ran online, in movie theaters and during the 2012 Grammy Awards telecast. Instead, the audio backdrop is of Willie Nelson singing a cover of Coldplay's The Scientist. (Lyrics include these words: "Questions of science, science and progress, do not speak as loud as my heart.)

Judges on the film jury lauded the video's simple, yet engaging message and its use of relevant music.

"It went straight to my heart," said jury member Peter Aerts, who is a creative director at ad agency DDB in Belgium. Read More