Following up on the success of their 2012 Cannes Grand Prix winner “Back To The Start” (shown below), Chipotle and CAA Marketing have released a new short film and an interactive game that take an ultra-critical look at Big Food in order to highlight its own sustainably-sourced ethos.
Back to The Start:
“The Scarecrow” is at once an addicting game, a poignant short film, and a project that reflects what the folks at Chipotle believe in. The city of Plenty is a glimpse at a future that may not be far off. Processed food, animal confinement, and the use of synthetic growth hormones, non-therapeutic antibiotics, and toxic pesticides are rampant in our food supply. Educating people about alternatives is a journey for the Scarecrow, and it continues to be a journey for us.
The Short Film
In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.
Produced by Chipotle, the film was created by Academy Award®–winning Moonbot Studios and is set to a remake of the song “Pure Imagination” from the 1971 film classic “Willy Wonka and the Chocolate Factory.” Beautifully performed by Grammy Award®–winning artist Fiona Apple.
Behind The Scenes:
The video is accompanies by a game for your mobile devices.
The Scarecrow needs your help to foil the evil plans of Crow Foods and break the crows‘ monopoly on food production and supply in the city of Plenty. Tilt your device to navigate through each level, outsmart the Crowbots, unlock extras, and restore hope for animals, farms, and the environment, while providing the citizens of Plenty a healthy and delicious alternative.
Download the free app at www.scarecrowgame.com and join the quest for wholesome, sustainable food.
The Chipotle Cultivate Foundation is a non-profit organization established by Chipotle Mexican Grill to continue and strengthen its philanthropic efforts.
Dedicated to creating a sustainable, healthful, and equitable food future, the foundation supports farmers, ranchers, educators, and programs that are working to develop sustainable practices and teaching younger generations about issues in the food chain.
Over the years, Chipotle has contributed more than $2 million to fund initiatives that support sustainable agriculture, family farming, culinary education, and innovation that promotes better food.