Following on from various successes throughout the week, including Grand Prix in the inaugural Branded Content and Entertainment category, Chipotle
, with its agencies Creative Artists Agency, Los Angeles and Nexus Productions, London, also scooped the top prize in film.
The animated video, which features a re-working of Coldplay's 'Back To The Start' by US country singer Willie Nelson, serves to highlight the brand's commitment to sustainable and ethical farming, whilst at the same time charting the company's own history: Chipotle having previously been bought by McDonald's only to later buy back its independence.
The jury had a number of reasons for citing the execution as stand out in the category. 'It was a beath of fresh air and timeless, with both heart and gut impact' said Tham Khai Meng, the jury president and worldwide chief creative officer of Ogilvy & Mather. 'We chose this film because not only is it beautiful, but the narrative is incredible. It talks about sustainability in engaging manner with a real message.'
Watch our interview with director Johnny Kelly and Nexus co-founder Chris O'Reilly above.
Fernando Belotti, president of Leo Burnett, Argentina, added that the award was reflective of the times being endured by people around the world: 'We have the power to influence the world for good and what I love with this is that it gives something back to the consumer. Ads are usually ephemeral - but this represents what we're here for.'
Peter Aerts, creative director of DDB, added: 'It takes a point of view that more companies should dare to do. This film goes far deeper than anything else we've seen. It's layered and will stand the test of time.'
Monica Moro, executive creative director of McCann, Spain, concluded 'We can't ignore the times we live in: in Europe or anywhere. This has a message of hope and optimism.'
Elsewhere, 22 Golds were awarded, including The Guardian's Three Little Pigs
by BBH, London and The Bear
, for Canal+ by BETC, Paris. The jury also mentioned at length Saatchi & Saatchi, Milan and its campaign for World Down Syndrome Day
. The films featured reworkings of well known commercials, but with one actor in each advert replaced with an actor with Down Syndrome.
'This has an important message with an issue that assigned that classic wit of advertising - it's all about using creativity to solve the problems we face,' said Mark Bernath
, executive creative director, Wieden + Kennedy, Amsterdam.
Full winners avaliable at www.canneslions.com