SUPER BOWL LV:

CAN A BURRITO CHANGE THE WORLD?

For Chipotle’s first ever Super Bowl commercial, we wanted the brand to pose a seemingly ridiculous question: could one of their iconic burritos actually change the world?

Well, no — but the way it’s made just might. From sourcing organic, non-GMO ingredients from local farms to investing in smarter farming technology and water and soil saving techniques… perhaps that tinfoil burrito might do more for the environment than you’d think.

Art Direction: Paul Rice. Created at Venables, Bell & Partners with Gus Johnson, James Duffy & Greg Coffin as Creative Directors. Director: Mark Molloy.

Chef chad

Chipotle approaches food with integrity; using only real, non-genetically modified, simple ingredients.

To mirror Chipotle’s transparency, we approached this piece with a documentarian lens and met with Chipotle’s executive head chef, Chad Brauze, to learn of the journey he went on in pursuit of the perfect, real queso.

This piece captures the skill, struggles and craft that goes into Chipotle’s Queso Blanco, which Chef Brauze created through an exhaustive process using only 13 ingredients.

Created a series of broadcast spots celebrating the launch of Chipotle’s all real Queso Blanco.

Art Direction: Paul Rice. Created at Venables, Bell & Partners with Brian Mulligan (copywriter), Clay Jeter (Director) and Greg Coffin and James Duffy as Associate Creative Directors.

FOODPRINT

Chipotle uses only real, organic non-GMO ingredients sourced from farms that are as local as possible — but now they can prove it. Launching a new feature ‘The Foodprint’ on the Chipotle app, you can see exactly what the carbon footprint of your burrito, bowl or meal is… down to how much water was saved or how much carbon was reduced in the atmosphere.

Please contact for password.

Art Direction: Paul Rice. Created at Venables, Bell & Partners with Greg Coffin and James Duffy as Associate Creative Directors.

techlunch disrupt

Chipotle wanted to increase app downloads for delivery — so we decided to focus on those who could use delivery more than just about anyone: coders.

We infiltrated one of tech's biggest days of the year: TechCrunch Disrupt. We partnered with some of the event's hottest young start ups, and planted hidden messages in the place coders know best — the source code.

As tech's biggest stage kicked off, so did the mass hunt for hidden free burritos. Find the message by searching the source code, and win a free burrito. 

As the event went on, thousands of free burritos were given away to hungry coders.

social

A brief sample of various social campaigns created for Chipotle, from the brands first ever Snap + IG lens to interactive gamified posts.

Art Direction: Paul Rice. Created at Venables, Bell & Partners with Sarah Wagner as copywriter partner and Greg Coffin and James Duffy as Associate Creative Directors.