| Cannes Lions 2017 | ||
|---|---|---|
| Design | Design Craft: Motion Graphics Design & Animation | Bronze Lion |
Title: A Love Story
Agency: Creative Artists Agency, Chipotle
Brand: Chipotle Mexican Grill, Inc.
Country: USA
Entrant Company: Creative Artists Agency, Los Angeles
Advertising Agency: Creative Artists Agency, Los Angeles / Chipotle, New York
Production Company: Passion Pictures, London
Director: Saschka Unseld (Passion Pictures)
Art Director: Katy Wu (Passion Pictures)
Graphic Designer:: Davide Saraceno (Passion Pictures)
Executive Producer: Debbie Crosscup (Passion Pictures)
Executive Producer: Ryan Goodwin-Smith (Passion Pictures)
Producer: Sibylle Preuss (Passion Pictures)
Visual Effects Supervisor: Neil Riley (Passion Pictures)
Computer Graphics: Christian Mills (Passion Pictures)
Animation Supervisor: Jay Boose (Passion Pictures)
Synopsis:
Chipotle tells stories to change food culture, but on the journey to create it's next animated short, "A Love Story." Chipotle faced a corporate crisis on a national scale - one that would dramatically reduce the company's value and negatively impact its image. At that moment, a choice was made to continue the project but with continued evaluation. Ultimately Chipotle launched "A Love Story" as a reminder to its fans that Chipotle maintain its commitment to "Cultivate A Better World."
Campaign Description:
"A Love Story" is the story of how restaurants lose their way. This original, animated, short film follows two young entrepreneurs, Evie and Ivan, and the escalating rivalry that leads them to build valueless fast food empires. The film was directed by Saschka Unseld (Pixar's The Blue Umbrella, Oculus's LOST) and produced by an agency.
Execution:
“A Love Story” was distributed across Cinema, Hulu, Facebook, Snapchat, and other platforms. It is set to a remake of the Backstreet Boys' 1999 hit "I Want It That Way" re-imagined as a musically unprocessed duet. The song is performed by GRAMMY Award-winner, Brittany Howard, lead singer of Alabama Shakes and GRAMMY Award-nominated My Morning Jacket frontman, Jim James. The imaginative score was produced by GRAMMY Award-nominated producer Blake Mills. The song is streaming on Spotify and SoundCloud.
Strategy:
The film continues Chipotle's tradition of animated shorts and innovative content that bring people closer to their food choices. Specifically, "A Love Story," uses animation and design to mirror the real history of how fast food declined in quality through competition and marketing schemes.
Outcome:
Released in July 2016, "A Love Story" was viewed over sixty million times. The film reminded people across the country why they loved the brand changing their perceptions at a time of business and brand necessity. An independent study published by Ace Metrix concluded the following. • Top 1% of ads ever tested• Highest scoring QSR ad ever tested• The ad not only scores a 789 among brand loyalists, but it also delivered a 705 among lapsed customers and brand considerers. • With Millennials (Ace Metrix's 21-35-year-old segment), "A Love Story" is a bigger hit than "Back to the Start" and "The Scarecrow," by 27% and 7%, respectively, in overall score• After 11 days on YouTube, "A Love Story" has over 1/2 as many views and shares than "Back to the Start," and 1/3 as many views and shares as "The Scarecrow"