Monday, September 5, 2011

Chipotle - Back To The Start

Chipotle is a Mexican food chain that believes in food with integrity and focuses much of their messaging on their commitment to sustainable agriculture and quality sourcing of ingredients.  But how do you get the public interested the evils of industrial agriculture and the benefits of organic farming?  In this case, they've teamed up with country legend Willie Nelson and Irish animator Johnny Kelly to produce a beautiful animated video that showcases Nelson covering Coldplay's 'The Scientist.'

The video, called 'Back to the Start,' tells the story of a family farmer who decides to change his farm to an industrial animal factory.  After disastrous results he has a change of heart and goes back to being an organic farmer, freeing his herds of animals and recreating his farm.

It's a match made in heaven as Nelson is the president of Farm Aid and has long supported farmers and sustainable agriculture.  'We produced this film to help illustrate the choices people face in deciding what to eat, and hope that it will encourage people to choose food that is raised with respect for the land, the animals, and the farmers that produce it,' said Steve Ells, Chipotle’s founder.  Chipotle has aso established the Chipotle Cultivate Foundation to commit itself to creating a more sustainable and healthier food supply, raising awareness about food issues.  Nelson's cover of Coldplay's song is also be available on iTunes, with $.60 of each purchase going towards the Foundation.

Additionally the video is being shown in 5,700 movie theaters starting in September, to promote the ideals of the Chipotle Cultivate Foundation.

UPDATE: Chipotle has published a really nice behind-the-scenes video on the making of 'Back To The Start' here.

Supporting Articles: Creativity | Brand Channel | Globe & Mail