2012 Results

CAT 06 - Retail Services (TVC)


Creative Artists Agency (UNITED STATES)

Chipotle, "Back to the Start"06-02630-TVC

Agency (city): Creative Artists Agency

Short explanation

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 error 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 was launched on YouTube and in theaters across the country. Additionally, Back to the Start was broadcast during the 2012 Grammy Awards.


Chipotle Mexican Grill is a fast-casual restaurant chain that is well known for serving big burritos.