Chipotle's The Scarecrow

Chipotle wanted to continue to tell the world what it really meant to 'Cultivate a Better World'. In the latest campaign, we created another animated short with Moonbot Studios and original covered music by Fiona Apple. Additionally, they created an accompanying video game and song on the iTunes store. The campaign launched in theater, digitally through in-game ads and massive press outreach.

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Highlights:

• Over 1MM game downloads on iTunes

• #1 Adventure Game on the App store

• 614MM Media impressions

• It sparked 18.4MM conversations across 17 social platforms with a 92.7 positive social sentiment score

• The Chipotle stock hit an all-time high

• Replaced Taco Bell as a top social brand

• And a Funny or Die spoof

• Awards include multiple Cannes Lions (Grand Prix), ADDY, multiple Clios, multiple Webbys, multiple Pencils, and the One Show.

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Press:

• What Does “The Scarecrow” Tell Us About Chipotle?

• A Short Film For Chipotle: The Scarecrow

• The problem with Chipotle’s Scarecrow commercial — and the Funny or Die parody

Agency Partner: CAA Marketing