Back to the Start
Directed by Johnny Kelly
Insight
Despite all agreeing that factory farming is cruel, we still support it.
Idea
Tell the story of the evolution of factory farming through the perspective of a single farmer.
Execution
A stop-motion film that follows one farmer from humble beginnings to factory farming and back again as way to inspire people to support sustainable farming.
Notes
Beautiful spot that manages to show the human side of farmers caught up in factory farming. It applies some sympathy to famers, while putting the responsibility on them to change. The choice to partner with Coldplay and Willie Nelson from a creative perspective doesn't do heaps for me, but is a brilliant way to signal to the world that Chipotle are serious - Nelson and Coldplay wouldn't partner with Chipotle unless they truly support their practices.