This is a stunning ad on its own, but it’s also a companion film for Chipotle’s new Scarecrow Game, an edutainment offering that highlight’s the brand’s quest to source and serve wholesome, sustainable food.
The Scarecrow is an arcade-style mobile game from Moonbot Studios that puts players in control of a scarecrow that is fighting to bring wholesome food to the city of Plenty.
According to Venture Beat, The Scarecrow must work to overcome the Crow Foods company, which specializes in processed food-like products.
Chipotle chief marketing officer Mark Crumpacker says, the project is “a way to help people better understand the difference between processed food and the real thing.”
The Scarecrow short film includes an original cover of “Pure Imagination” by Fiona Apple. The song first appeared in Gene Wilder’s iconic 1971 masterpiece Willy Wonka and the Chocolate Factory.
Here’s the 15-second trailer, as well.