“The Scarecrow” film, distributed in game and on YouTube, is set in a dystopian world where all food production is controlled by fictional industrial giant Crow Foods. The Crow Foods factory is staffed by scarecrows who have been displaced from their traditional jobs on the farm and are now relegated to working for the crows by helping them maintain their unsustainable processed food system.
To enhance the message of the film, it is set to a remake of the song “Pure Imagination” from the 1971 film classic “Willy Wonka and the Chocolate Factory,” in a cover performed by Grammy Award®-winning artist, Fiona Apple. In the first few week, the film has received nearly 6 million views, with no traditional media support. The song is available on iTunes with proceeds ($.60 per download) benefiting the Chipotle Cultivate Foundation.
To date the campaign has generated 12MM views, 650M Media Impressions and 18.7M conversations across 17 social networks.