Chipotle releases arresting film with ethical message



“Chipotle is on a mission to change the way the world thinks about and eats fast food,” says CMO of Chipotle Mexican Grill, Mark Crumpacker, in the “Behind the Scenes” look at Chipotle’s new promotional film, “The Scarecrow.” It is the second film of its kind, coming two years after the release of "Back to the Start" in 2011.

For several years now, Chipotle has been attempting to make itself the face of a new era in fast food, touting a mission statement called “Food With Integrity.” Recently, Chipotle teamed up with Moonbot Studios to create a film that they hope will “reveal the elaborate façade that’s been created by the industrial food producers in the world.”

The film centers on the fictional, digitally animated city of Plenty. The story follows one scarecrow as he makes his way through a regular workday, wherein he witnesses the harsh truths behind the seemingly picturesque image of mass food production. The three-and-a-half minute video is set to a cover of “Pure Imagination” by Fiona Apple, whose eerie vocals lend themselves to the already uncanny atmosphere of the film.

In addition to the film, Chipotle and Moonbot have developed a game available on the iPad and iPhone, which allows users to play along in the world of Plenty. The hope is that by demonstrating the way in which the food industry functions, consumers will be better educated about where their meals come from.

Chipotle’s “Food With Integrity” movement has recently experienced slight setbacks in momentum, as a rumor spread in early August that the company had gone back on its vow to never allow antibiotics in its meat production. However, Chipotle quickly cleared the air and stated that the company had done no such thing. That being said, they are considering whether or not it would be acceptable to administer antibiotics in rare circumstances so that animals may be “allowed to remain in the herd."

The film is short, aesthetically appealing and accompanied by a wonderfully haunting song, not to mention the fact that it conveys a pretty important message. Additionally, if you’re tired of FarmVille — so 2011 — perhaps you can find yourself a place in the world of Plenty, on an electronic device near you.

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