Chipotle takes the Grand Prix at Cannes Lion's festival for Branded Contentby Juliette
2012 marks the first-ever Cannes Lion's Branded Content category, recognizing some of this year's best marketing and advertising commercials, web videos, and short films.
This year's Grand Prix Winner of the category was a campaign that made the top of my list back in October of last year.
Chipotle's "Back to the Start" video takes its audience on a journey through the life of an industrial farmer. We see the journey of a portly pig from farm to table. By the end of the video the farmer has a moment to reflect on how his family farm has turned into an industrial animal factory. He decides to rethink his process and create a more sustainable future.
What's truly exciting about this campaign for me is that a non traditional advertising agency is responsible for such a moving story.
The team behind the joint effort is CAA, more traditionally known for being an entertainment and sports talent representation agency and Across the Pond Productions, a smaller branded content company, that executed all of the stop motion animation. See how it all came together here: http://vimeo.com/28349065
Ultimately, this video affected me, and made me stop in my tracks and think about where the food I eat comes from. The ad itself was also backed by a powerful distribution plan. Chipotle used it as its national television ad, aired it online and in movie theaters. The ad featured a cover of Coldplay's song "The Scientist" performed by Willie Nelson. By purchasing this cover through iTunes consumer proceeds went straight to the Chipotle Cultivate Foundation, whose sole mission is to educate and support more sustainable and healthful food supply and to raise awareness concerning food issues in communities.