For client Lean Cuisine, agency 360i is starting a social conversation about weight by encouraging real women to #WeighThis.
Helping to spark the conversation is a video directed by Nanette Burstein of Hungry Man which introduces us to several women in the proximity of a scale. But rather than weigh themselves, they are asked to weigh what’s important in their lives.
Client Lean Cuisine Agency 360i Pierre Lipton, chief creative officer; Megan Skelly, group creative director; Daniel Bremmer, Alex Shulhafer, creative directors; Amy Werblin, copywriter; Steve Amato, producer; Brad Alperin, VP, strategist; Halsey Stowe, sr. strategist. Production Hungry Man Nanette Burstein, director. Editorial Final Cut Sonejuhi Sinha, editor. Music Asche & Spencer.
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
