‘The Scarecrow’ is Chipotle’s fresh music and gaming campaign that continues its cause and values-led quest for wholesome, sustainable food.
The music video, an animated story with a specially recorded new version of ‘Pure Imagination’ by Grammy Award-winning artist Fiona Apple,
and it is effectively a companion film for the Mexican food chain’s new app-based game developed with Moonbot.
The free app game can be downloaded directly from the initiative’s website at www.scarecrowgame.com, or from iTunes or Google Play.
Both are clearly inspired by Charlie & The Chocolate Factory and the umbrella marketing initiative between the restaurant chain, Creative Artists Agency in LA and both the singer and gamesmakers, aims to encourage debate about processed food
Comment
Not a sponsorship, but a creative alliance between thee brand and the music and gaming industry that is both innovative and beautiful.
This joint music and gaming initiative shows that even a giant US company can tug at the heartstrings if it offers a genuine, authentic campaign supporting sustainability and animal welfare.
The work continues Chipotle’s ongoing anti-factory farming message, as previously seen in other Chipotle campaigns such as its award-winning ‘Back To The Start’ initiative with its Willie Nelson soundtrack,
and aims to continue to drive conversations about our food system.
Links
Chipotle Scarecrow Game Site
Chipotle Scarecrow iTUnes
https://itunes.apple.com/gb/app/chipotle-scarecrow/id689470205?mt=8
