"As Real As It Gets"
The world is a crazy place, filled with falsehoods and half-truths, but thankfully, there’s a refuge from this madness. A refuge that just so happens to be a giant, 30-foot-tall Chipotle burrito. Everything and everyone here must be real – just like the ingredients in a real Chipotle burrito.
Launched during the height of “fake news,” this was Chipotle’s first national campaign.
“This campaign challenges the conventions of fast-food advertising by being completely real—not only about our food, but about the world we live in—and it does so with an optimism and playful humor that’s very much in line with our brand.”
– Mark Crumpacker, CMO
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Recognition
Cannes Lion Bronze, National Addy Gold, National Addy Judges Award, Communication Arts Award of Excellence, Clio Shortlist, and London International Award Finalist
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Featured In
Adweek, Adage, Creativity, Communication Arts, The Drum, Grub Street, Fast Company, The Comic’s Comic, We Love Ad, Le Book, Fox News, Yahoo!, The Laugh Button, Marketing Dive, Bloomberg, and Fortune
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Results
+400% in digital sales
+20% in revenue
+42% in brand advocacy
+35% in brand consideration
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My Role
Art Director. New business pitch through production.
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Team
CD: Tom Scharpf
CW: Jimmy Burton and Adam Wolinsky
AD: Avery Oldfield