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15

Mark Crumpacker

Mark Crumpacker
Chief Creative & Development Officer
Chipotle
QSR

Chipotle Snag Two Grand Prix // in Film & Branded Content

June 23, 2012

CANNES, France—The beautiful animated short film for Chipotle that has charmed viewers worldwide since its initial release online last August earned its creator, Creative Artists Agency in Los Angeles, the Film Lions Grand Prix at the Cannes Lions festival here tonight—and also won the inaugural Branded Content & Entertainment Lions contest for the larger “Cultivate a Better World” campaign.

The two-minute spot, which had its TV debut on the Grammy Awards on CBS in February, tells the story of a farmer who builds his small operation into a giant industrial machine, polluting nearby rivers in the process. He then has a crisis of conscience and
everts to his old way of doing things. Under the direction of Nexus’ Johnny Kelly, the stop-motion visuals are breathtaking—transcended only by the soundtrack, a soulful cover of Coldplay’s “The Scientist” by Willie Nelson. It also had a major charity element, with all proceeds from the sale of Nelson’s song on iTunes going to the Chipotle Cultivate Foundation, supporting sustainable farming.

The Branded Content jury honored the whole “Cultivate a Better World” initiative, which includes great content not just in video but in food, music, games and live events.



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