Chipotle:
The Scarecrow

EMMY-WINNING ENTERTAINMENT FRANCHISE CONSISTS OF AN ANIMATED FILM, A MOBILE GAME WITH DIGITAL BOGO REWARDS, AND THE RELEASE OF FIONA APPLE'S "PURE IMAGINATION" SINGLE.

Overview

In the next chapter of Chipotle’s mission to “Cultivate A Better World,” we asked ourselves the question, what would the future of food look like if Big Ag was right? Working with Academy Award-winning Moonbot Studios, we created “The Scarecrow,” a multi-platform entertainment franchise designed to start a conversation about the future of food. Comprised of a short film, a mobile video game, and the reimagining of the song “Pure Imagination” (produced by Academy Award-winner Atticus Ross and performed by Grammy Award-winning artist Fiona Apple), “The Scarecrow” showed consumers that we need to take back control of the future of our food.

Outcomes

Since its launch, “The Scarecrow” has garnered over 650 million media impressions, 18 million views of the film, 650k game downloads, 2 Cannes Grand Prix Lions, and 2 Daytime Emmy Award wins.