Chipotle Mexican Grill

Chris Brandt, CMO
Stephanie Purdue, VP, Brand Marketing
Michael Kotick, Sr. Director, Brand Marketing
Shelley Sheppard, Creative Director
Bianca Pettinicchi, Sr. Manager, Art Director

Observatory *Lead Agency

Jae Goodman, CEO
Linda Knight, CCO
Brendan Shields-Shimizu, President, COO
Peter Skrumbis, Senior Copywriter
Samantha Oto, Brand Director
Julie Reizes, Director, Marketing Communications & Creative Services

Nexus Studios

Johnny Kelly, Director
Isobel Conroy, Senior Producer

To regain cultural leadership and remind customers of its roots in responsible farming, Chipotle created a short, emotionally-charged film that shines a light on the enormous challenges facing America’s family farms. More akin to a feature film than an ad, we launched with a first-ever format with NFL on TV and surrounded it with an integrated campaign illustrating how the future of real food begins with young farmers. The result was the most socially engaged-with and media-efficient content or advertising in Chipotle’s history, beating even a Super Bowl ad.