In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.
It’s being called “the most beautiful, haunting infomercial you’ll ever see.” It is beautiful, not only are your visual and auditory senses taken to the place where the idea of change making engulfs and excites you, it has the ability to create empathy almost instantaneously. It connects you quickly to the WHY of Chipotle. This is what I believe will change our world, perhaps one of many things to change the world but see it if you can. Video killed the radio star and then came back to change the world through beautiful use of storytelling, music, and art. When you know the WHY everything else makes more sense.
The Why is clear here, Moonbot Studios creators of “The Scarecrow,” see the big picture. Sometime all the pieces fit together.. sometimes truth speaks the loudest, and sometimes a group, organization, or individual get it right. Although some may argue this is not going to sell more burritos, I must debate anyone who denies the power this ad has to transform and identify of the brand on a greater scale to a larger market.
This quote from Simon Sinek’s TEDx talk comes to mind, “There are leaders and their are those who lead, Leaders hold a position of power or authority, but those who lead inspire us. Whether they are individuals or organization, we follow those who lead not because we have to, but because we want to. We follow those who lead not for them, but for ourselves. And its those who start with why, that have the ability to inspire those around them, or find others who inspire them.”
“Chipotle’s marketing strategy makes sense because the ecosystem of advertising has fundamentally changed,” says brand consultant David Vinjamuri. “Chipotle is relying on social messengers to connect the message to the brand.”
I believe they got it right because they cared to focus on the why. Not Why they needed exposure, or why they needed to sell more burritos, they perhaps focused on the why are we doing what we are doing… and what will it mean. Maybe it wasn’t like that at all, maybe I have a dreamy assumption of great intentions, maybe I have a hard time believing that the world is mostly bad and we are doomed. Maybe I have a hard time believing that we are set up for failure, that we are destined for breakdown, war, and hate.. maybe I see something else and so do many others. There is great power in hope, in truth and exposure to painful ideas that WE can change. Sure it would be easiest to never ask why, to just go about doing the hows you know, not daring to ask why. Have you noticed though, at some point, it is not enough.. it’s not enough. I wonder why other brands have not taken on to the notion that PEOPLE DO CARE. It is not enough to show your product, tell us its great, and get a response… we want more of this, more good.
Watch Simon Sinek’s TED talk: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action.html
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