Consumers thought that all fast-food chains had the same issues – low-quality products and ingredients that were grown in poor conditions with bad practices<\/p>\n\n\n\n
Educating clients on an alternative thought process genuinely and engagingly that didn\u2019t sound phoney to today’s audiences was a problem.<\/p>\n\n\n\n
Chipotle wanted to tackle the problem of industrial farming. Numerous family farmers had converted their farms into factory farms and later regretted it.<\/p>\n\n\n\n
Creative Artists Agency (CAA) were tasked to find fresh ways to tell Chipotle\u2019s narrative of Food With Integrity. (The philosophy of Food With Integrity was based on Chipotle founder Steve Ells\u2019s understanding of the way food was produced in the US. Chipotle only used ingredients\/ products which were ethically and naturally produced). CAA had misconceptions about Chipotle and they were also ignorant of the Food With Integrity philosophy. <\/p>\n\n\n\n
However, CAA was convinced after a meeting with the Chiptole team.<\/p>\n\n\n\n
Back to the Start, a short film produced by CAA was among the many concepts which were presented. Apparently, this was inspired by a farmer who caught an antibiotic-resistant infection from one of his pigs. The short film was chosen as the platform’s opening salvo to start the ‘Cultivate A Better World’ platform. (Cultivating a better world is by providing real food that is responsibly sourced, classically prepared, and made with healthful ingredients rather than with added colours, tastes, or other additives)<\/p>\n\n\n\n
The animation project then came to Nexus Studios in London in May of 2010, and Johnny Kelly was given the responsibility of helming this commercial.<\/p>\n\n\n\n
In contrast to the regular 30- and 60-second commercials, this one was longer. The film was conceived for a client who, to their credit, had never promoted anything before. <\/p>\n\n\n\n
First, it was the \u2018Good\u2019 farm next to the \u2018evil\u2019 farm. Chris O’Reilly (Nexus Studios chief) then came up with the brilliant idea of reducing the story: a single farmer who goes to the dark side (of industrial farming).<\/p>\n\n\n\n
Finally, the story was – when his humane family farm gets turned into a terrible factory farm, the farmer sees his mistake and returns to more sustainable agricultural methods.<\/p>\n\n\n\n