As part of the Cultivate Campaign, we released an animated short film on the state of the food industry called, ‘Back To The Start’. Back to the Start depicts the life of a farmer as he slowly turns his family farm into an industrial animal factory before seeing the errors of his ways and opting for a more sustainable future. The soundtrack of the short film is Coldplay’s haunting classic ‘The Scientist’ as performed by country music legend Willie Nelson. Both the film and the soundtrack were commissioned by Chipotle to emphasize the importance of developing a sustainable food system.
The film, which has garnered over 8 million views (to date) on YouTube and over 300 million earned media impressions, ignited a global conversation about food.