This beautiful piece of animation and storytelling has a purpose but it’s not hitting you over the head with brand messaging. Chipotle understands that you don’t need to cram a certain number of brand mentions or integrations for a marketing video to be effective. With this viral video concept Chipotle has found a way to communicate their mission of “changing the way the world thinks about and eats fast food” that is emotionally engaging and powerfully connects with the viewer.
We don’t even see a logo until the last few seconds of video.
The video also leads to an interaction element – the game app, for people that want to continue exploring this world Chipotle has created and through that learn more about where our food comes from and what it takes to produce it.
The behind the scenes video is worth a viewing as well.
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