The mexican grill fast food chain Chipotle, which was founded 1993 in Denver got the Grand Prix & 2 Golds at the Clio Awards 2012. Chipotle’s short movie “Back to the Start” shows a farmer slowly turning his family farm into an industrial farm before deciding that there has to be a better way.
The film was created by CAA Marketing with film-maker Johnny Kelly. The animation follows the farmer as he is looking for a more sustainable way for the future of himself, the farm and his animals. Accompanied by Willie Nelson’s version of Coldplay’s “The Scientist”, the film shows the importance of developing a sustainable food system for all of us. The well-chosen music mediates a trustful and faithful mood and triggers an emotional vibe in the consumer’s mind.