The Scarecrow: Food chain advocates better living

18.09.2013 Food Futures : The Scarecrow : Burrito

Denver – In a haunting short film, burrito fast food chain Chipotle Mexican Grill takes a stand against industrial food practices.

The Scarecrow, created by Moonbot Studios, follows a scarecrow worker in a dystopian vision of the future, when food production exists only in bleak factories. Disenchanted with the system, the scarecrow takes a single chilli – Chipotle’s brand logo – and from it creates a food stall, making dishes with fresh ingredients.

An accompanying mobile game encourages players to help the scarecrow escape factory life and start its own food stall. A tool for education, an advertisement and a public service announcement all in one, the Chipotle film strongly asserts the company’s Food With Integrity ethos.

‘We were lucky to partner with a client that understood the power of restraint, says Moonbot’s Limbert Fabian, co-director of the short film. ‘[Chipotle] felt the movie was the brand.’

This is Brandstanding at its finest – effective and emotive, while subtly marketing a product. ‘If you keep an ad simpler and go with a more punk-rock approach it is appreciated by consumers,’ co-director Brandon Oldenburg tells LS:N Global. The film encourages brand loyalty from consumers who align themselves with Chipotle’s message.

Scarecrow by Chipotle
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