Chipotle: The Scarecrow


patricia_weissPatrícia Weiss is the Chairman and Founder of the BCMA South America Chapter, serial award juror, and Brand Strategy Consultant for Branded Content & Entertainment and Transmed at ASAS.

She’s chosen Chipotle’s The Scarecrow short film by Creative Artists Agency (CAA) that was part of a project that won a number of Gold Lions in the Cannes Lion Branded Content and Entertainment Award category this year. Patrícia was on the jury and she thinks the short film is a excellent example of authentic and original storytelling that has the power to humanise the brand because great stories are bigger and meaningful than products or promises.

As Patrícia points out, Chipotle have put entertainment at the hear of its communication strategy, which helps the brand connect to their audience through brand stories that integrate relevant values and not products:

Relevance, coherence, authenticity, original creativity and narrative are the most powerful ways of establishing emotional connection between brands and people today in content – involving and engaging them without interrupting their lives.

However, she points out that it is essential for the brand to identify the themes, the important human issues and social tensions that concern and affect the audience:

By doing that, the brand can be the catalyst of a conversation that invites the audience to participate, entering into a larger discussion in the society, with a wider resonance – touching a human issue, something that people could immediately relate to because of its emotional connection.

That’s why she likes ‘The Scarecrow’ example so much, and everything the Chipotle brand have been doing since Chipotle won the Grand Prix at the first year of Cannes Branded Content & Entertainment in 2012 for their ‘Back to the start‘ animation (also by Creative Artists Agency). Big Fuel’s Creative Head Avi Savar was the president of inaugural year of the award, and you can read my interview with him where he discuss the reason they awarded ‘Back to the start’ the Grand Prix here.

You can check out Patrícia’s longer response here. Her feedback forms part of my latest report for the next edition of the Best of Branded Content Marketing, and you can find out more about the report, the responses to date and even participate yourself here.

If you’d also like to share an example then please tweet me via @juzzie using the #BOBCM hashtag or get in touch through the contact page.

About the author

Justin Kirby is a strategist, writer, and speaker, and is a Lecturer on both the BA (Hons) and MA Advertising courses at London College of Communication. Justin has a 20+ year career in industry as a digital strategist, producer and entrepreneur. He’s been writing about the impact of interactive technologies on business and marketing since the early 90s, and his books include ‘Connected Marketing: the viral, buzz and word of mouth revolution (2005) and the Best of Branded Content Marketing’ (BOBCM) series he conceived and has been curating since 2013. Justin also chairs and speaks at conferences around the globe, judges awards, and consults brands and agencies.