Directed by Brent Bonacorso of Tool for agency CP+B and client Hotels.com, this film is part of a Vacation Equality Project initiative (http://www.vacationequalityproject.com/) looking to establish a guaranteed minimum amount of paid vacation for American workers.
Through messages written/sculpted in beach sand, we learn that America is the only advanced economy with no guaranteed minimum vacation time for its workers. In fact, 1 in 4 American workers in the private sector does not have any paid time off. This equates to 28 million people who are missing out on all of the benefits of a vacation.
Hotels.com is deploying this film to help build momentum and gather signatures for a petition to Whitehouse.gov asking that overworked and under-vacationed Americans get a minimum amount of paid vacation time in order to stay healthy, focused and productive. A postcard campaign to The House of Representatives has also been initiated.
CP+B believes this initiative has similar potential to the successful Small Business Saturday campaign, which the agency created in partnership with Digitas for American Express.
Credits
Client Hotels.com Agency CP+B Dan Donovan, VP/executive creative director; Andrew Lincoln, Matt Talbot, VPs/creative directors; Hemant Jain, sr. copywriter; Ben Smith, sr. art director; Matt Lowber art director; Kate Hildebrant, VP, director of video production; Annie Turley, integrated producer, video; Jesse Jones, VP, group executive producer, integrated; Dan Corken, sr. producer, interactive; Adam Barger, content supervisor; Kimmy Cunningham, content manager; Brian O’Connell, sr. cognitive anthropologist; Jason De Turris, VP, group planning director. Production Tool of North America Brent Bonacorso, director; Oliver Fuselier, Robert Helphand, exec producers; Joshua Greenberg, producer; Dustin Callif, managing partner, digital; Chris Neff, exec producer/digital; Joy Kuraitis, head of digital; Bartek Drozdz, creative director, tech; Michael Sevilla, creative director, design; Yuee Seo, designer; Norma Kwee, sr. digital producer. Post/Editorial/VFX Plus Productions, Boulder, Colo. Chadwick Shoultz, editor/colorist; Joshua Thiel, clean-up artist; Lennon Barnica, post producer; Nathan Folbrecht, jr. post producer. Audio Post Sonic Union, New York Steve Rosen, mixer. Music JSM Music Joel Simon, Koki Sito, composers.
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
