If you haven’t already checked out this beautiful piece of work by Johnny Kelly for Chipotle, it’s well worth a look. It really is storytelling at its best – with a powerful combination of music, imagery and message. While much of its power comes from the Willie Nelson cover of Coldplay’s “The Scientist”, it is the animated story itself that is so effecting. Focusing on the evils of factory farming, and the beauty of sustainable living, it goes deeper than a message focused on animal cruelty. Instead, it goes to the soul of what modern life can cost us in terms of true happiness and genuine inner peace. In just over 2 minutes, we see the cost of our choices, but then see the rewards of choosing a different path. While this story paints a bleak picture at the outset, it completes the story by demonstrating that its never to late to change. It shows us an alternative future, with a simple path to get there. By supporting Chipotle – a brand that cares about the sames things that we do – we’ll feel just a little bit better inside.
To me, it provides a great reminder of what matters when trying to drive behaviour change within our communities, whether focused on big issues like the environment, health or safety. We should always think about how to shrink the change by remembering that a positive message will always trump a negative one. While messaging focused on fear is easy, they rarely drive long-term action. We need to seek out ways to make alternative options more attractive and easier for people to choose.
If you’re interested in finding out more about the making of this video, you can see more behind the scenes footage and images here