Set to the song “Pure Imagination” from the film Charlie and the Chocolate Factory, the film’s central character is a scarecrow who’s job of defending real food crops has been twisted by his employer “Crow Foods” into a job supporting the very worst aspects of the industrialized food industry. Our hero eventual rebels and finds a way to remain true to his himself. The campaign is intended to communicate Chipotle’s unyielding commitment to serving food prepared using classic coking techniques and responsibly raised ingredients.
The iOS game “The Scarecrow” was created to communicate the details about Chipotle’s ingredients and cooking techniques in a fun and memorable way. The game centers on the scarecrow hero from the film as he overcomes challenges and obstacles in the game as he tries to deliver real food to the people.