Somewhere right now is a kid who will one day grow up and change the world for the better. That kid could be in a village in Africa or the suburbs of Chicago, could travel to another world or help to save this one.
In “The One” from agency m:united, Windows 10 is positioned as an accessible tool that youngsters can tap into so that they can continue to grow and meet their full potential. Shot in Thailand, New York City, Iceland, Morocco, and Namibia, the ad features over two dozen kids doing what they do best–being kids. Some already show potential, some kids not yet. But all represent the wide-eyed enthusiasm, curiosity and sincerity of the next generation.
Erich Joiner of Tool directed “The One.”
Credits
Client Microsoft/Windows 10 Agency m:united Sean Bryan, Tom Murphy, co-chief creative officers; Matt McKay, Priti Kapur, executive creative directors; Trinh Pham, Christina Ta, sr. art directors; David Cliff, director of creative technology; John Ozbay, creative technology; Aaron Kovan, head of integrated production; Erin Jackson, sr. producer; Mal Senecal, producer; Michelle Kiely, global strategy director; Todd Sussman, group strategy director; Priyanka Nigam, strategist. Production Tool of North America Erich Joiner, director; Bob Richardson, DP; Oliver Fuselier, managing director live action/exec producer; Lori Stonebraker, exec producer live action; Jody Ochner, line producer. Editorial NO6 LA Chan Hatcher, editor. Postproduction Method LA Music “I Know It’s True” Ben Talmi
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
