Chipotle Mexican Grill has recently launched an awareness campaign that consists of a CG animated short film and a matching arcade-style adventure game for iOS devices (iPhone, iPad, and iPod Touch). The film and the game both focus on a scarecrow’s quest to bring wholesome food back to the people by providing an alternative to the mass-produced processed food that dominates his world. Both Scarecrow game and film were created in partnership with Academy Award winning Moonbot Studios, and CAA Marketing, a division of Creative Artists Agency.
The short film tells the backstory to the game, where all food production is controlled by a fictional industrial giant named Crow Foods, whose factories are staffed by scarecrows who have been displaced from their jobs on the farm and are now working to maintain the crows’ unsustainable processed food system. The short film features a remake of the 1971 classic song “Pure Imagination” (from Willy Wonka and the Chocolate Factory) performed by Grammy Award-winning artist Fiona Apple.
The Scarecrow game, which is available now on the Apple App Store, tasks the player with visiting the animated world and correcting the wrongs committed by Crow Foods. The game is surprisingly well made for a free tie-in app, featuring lush, detailed stages that change in perspectives depending on the mission. The goal is to fill fields with diverse crops at Scarecrow Farms and serve wholesome food to the citizens.
“The more people learn about where their food comes from and how it is prepared, the more likely they are to seek out high-quality, classically prepared food like we serve in our restaurants,” said Mark Crumpacker, chief marketing officer at Chipotle. “We created The Scarecrow game and film as an entertaining and engaging way to help people better understand the difference between processed food and the real thing.”
“Our companies are a great fit because we both care deeply about what we do and doing it right,” said Brandon Oldenburg, creative partner at Moonbot Studios. “At Moonbot, we must have meaning in what we create. The Scarecrow story has it: imagination, heart and a sense of play.”