Back to the Start
- Brand:
- Chipotle
- Agency:
- Creative Artists Agency Los Angeles
2012FilmVideo · YouTube
Timeless principle
Express values through a simple emotional story, not a corporate claim.
The idea
Tell the story of industrial farming in reverse, returning one farmer to a more humane way of working.
Why it works
The handcrafted world makes an enormous food-system problem legible through one continuous journey. Reversing the damage gives the story hope without pretending the issue is easy. Chipotle’s sourcing position becomes a choice the viewer can feel.
