Lloyd Lee Choi of production house Descendants directed this piece out of Toronto agency Open which offers a reminder to viewers that they should stay young at heart and be playful by doing the things they love.
The short is part of a campaign marking the 30th year of Toys”R”Us Canada. As the company matures into adulthood, what better time for the brand to promote an inquisitive, curious youthful approach to life?
“The film demonstrates the things that those who are young at heart promise to always do, from playing with bugs, to keeping a sense of wonder, to rolling down hills or firing off bottle rockets. The film has a sweet side, but focuses on the lightheartedness that is inherently Toys’R’Us,” said Martin Beauvais, partner, creative at Open.
Credits
Client Toys”R”Us Canada Agency Open, Toronto Martin Beauvais, partner, creative; Christian Mathieu, partner, strategy; Kate Thorneloe, Laurent Prud’homme, LauraBeth Cooper, copywriters; Jessica Carter, Jessica Rogers, Tyler McKissick, art directors; Brie Gowans, producer; Anne Ngo, project lead; Nicolas Rouleau, project manager. Production Descendants, Toronto Lloyd Lee Choi, director; Oliver Millar, DP; Tasha Litt, exec producer; Michelle Woodward, line producer. Editorial Saints, Toronto Robin Haman, editor; Michelle Rich, exec producer. Post AXYZ, Toronto James Andrews, Flame artist; Kara Mallard, producer. Post Alter Ego Music/Sound Apollo Studios Yan Dal Santo, director; Tom Hutch, producer.
Chipotle Mexican Grill has rolled out this animated short film, “Unfolded,” which showcases sustainable agriculture comparable to Chipotle’s Food With Integrity principles. Chipotle premiered the film last week as a national TV ad on Roblox to showcase the importance of the farming community that grows real ingredients like those served in Chipotle’s restaurants. Chipotle is billed as the first restaurant brand to unveil a national TV ad in the metaverse. Free entrees were given to the first 50,000 Chipotle Rewards members who viewed the ad on Roblox
In conjunction with the film and as part of the commitment it announced in 2021 to contribute $5 million to support young farmers, Chipotle is donating $2 million across four leading universities, The Ohio State University, Cal State Monterey Bay, Colorado State University and the University of Florida, to support the future of farming. These donations are funded from Chipotle’s initiative to contribute 5% of profits from its sales of Tractor Beverages to support farmers.
Inspired by the company’s purpose to Cultivate a Better World, “Unfolded” brings viewers through an animated world, diving into a Chipotle bag that unfolds into a paper world. The short film depicts industrial farms transformed into vibrant, polyculture farms with diverse and organic crops, symbolizing Chipotle’s efforts to support farmers who prioritize sustainable agricultural practices. The brand serves Responsibly Raised® proteins, and dairy from pasture-raised cows, as seen from an allegorical Chipotle truck moving through farmland on its way to its final destination. The film, created by Venables Bell & Partners and directed by Yves Geleyn via animation studio Hornet, ends with fresh, colorful produce being... Read More
