AN ADVERTISING CAMPAIGN for the US fast food company Chipotle has been awarded the Grand Prix at the Cannes Lions International Festival of Creativity for the best integrated content campaign.

Created by the Creative Artists Agency in LA, an animated ad to launch the campaign features a Willie Nelson version of Coldplay’s The Scientist.

The animation is by Dublin artist and director Johnny Kelly and tells the story of a farmer who turns his farm into an industrial factory “before seeing the error of his ways and opting for a more sustainable future”, according to the agency.

Creative Artists says that Chipotle approached it looking for a way to promote the changes it has made in its fast food chain in cooking fresh food daily and using a supply chain of local farms and sustainably-raised meat.

The agency launched the ‘Cultivate’ campaign “to celebrate the people changing food culture and invite customers to join that journey” with the Willie Nelson-soundtracked animation:

(Video uploaded by chipotle)