It might also inspire tears.
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In the film, the scarecrow protagonist takes viewers on a tour of a grim, desolate food landscape. In a steely factory city run by "Crow Foods," animals are injected with harmful antibiotics, treated inhumanely and, in the end, processed and consumed by the unknowing masses. With music set to an incarnation of Willy Wonka's "Pure Imagination" and delivered by a melancholy Fiona Apple, you can feel the unease and regret of the scarecrow. When he returns to his farm, the scene brightens: Noticing the potential of his farmland, he decides to change the game, growing food the right way. At the very end, we see him chopping and dicing his harvest, a delicious alternative to Crow Foods, served in a familiar red basket.
But this much more than an ad. The Scarecrow was posted on YouTube, and quickly collected 900,000 viewers in just two days. While the film reflects Chipotle's belief, it never seems to be selling a product -- instead, the scarecrow leads you to an abundance of resources, everything from profiles of inspiring individuals invested in the sustainable movement to organizations with which you can get involved.
You can download the game at the iTunes app store; find out more about sustainable farming at the offical Scarecrow game website.
The bonus? Earn at least three stars on every level and a player can score some free Chipotle.
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