Chipotle Restaurant came up with a thoughtful and creative way to illustrate their use of organic ingredients in their restaurants. Quoted from Adweek:
“Chipotle served up the most stirring and thought-provoking environmental spot of 2011 with this stop-motion gem from CAA and Nexus director Johnny Kelly, with a major assist from Willie Nelson. Having pioneered the use of organic, locally grown ingredients in fast food (and launched a foundation to support sustainable farming), Chipotle wanted to communicate its green philosophy in an artful and poignant way. The resulting spot tells the story of a farmer who builds his small operation into a giant industrial machine—penning in his animals, fattening them with chemicals, chopping them up in slaughter machines, and polluting nearby rivers in the process. Eventually he has a crisis of conscience, and reverts to his old way of doing things”
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