A digital campaign that showed how good a burrito can sound.
Ingredients by Chipotle. Produced by RZA. Composed by You.
In collaboration with RZA of Wu-Tang Clan, we created a unique musical stem for each ingredient—pairing 52 REAL instruments with the 52 REAL ingredients that make up Chipotle’s menu items. These musical stems were then placed in an interactive digital experience, allowing users to create a unique WebGL animated music video based on their favorite orders. The music was also featured in an animated music video (below).
Post food-crisis, it was more important than ever to re-inspire people to love their favorite Chipotle order. So, we used music to illustrate the importance of Chipotle’s 52 real ingredients and remind customers what makes their favorite orders great.
It worked. Inspired by their favorite dishes, people created millions of hours of new music, sharing it with friends and family all summer long.
A fully-integrated campaign surrounded the SAVOR.WAVS experience. But we also wanted to behave the way music does, releasing the music video through digital-takeovers on Spotify and Complex.
AWARDS:
CLIO AWARDS | Use of Music (Innovation) - Bronze
ONE SHOW AWARDS | Craft - Use of Music / Original Music Single or Campaign - Bronze
One Screen Film Festival | Sound Design / Original Score - Gold
