The Scarecrow just won the top prize in the PR Lions contest- a Grand Prix at Cannes. The Scarecrow, a video that has over 12 million views on YouTube is an attack on the evils in the food industry. Though on occasion the video has been labeled as dishonest and many parodies emerged, it is still an impressive video with an impressive execution- which comes as no surprise as it was executed by Oscar-winning animators at Moonbot Studios.
The video is a dystopian fantasy in which the antagonist relationship crow- scarecrow has been turned on its head. The crows are calling the shots in a food factory, called Crow Foods while the scarecrows have become unemployed at farms and are forced to work in the factory, unwillingly supporting the whole processed-food system.
If in the first part of the video the Scarecrow pretty much does nothing but witness the horrors of food processing: chickens and cows being pumped full with hormones. In the end, of course, the Scarecrow breaks free and opens his own restaurant where he serves natural looking, wholesome looking burritos.
However, The Scarecrow video is just a part of an integrated campaign centered around a game (which was free) and if you got more or at least three stars in each of the game’s worlds, you’d win a free coupon at Chipotle. Also, Fiona Apple’s cover of Pure Imagination was available for download with 60 cents, benefiting the Chipotle Cultivate Foundation.
The Scarecrow also won two Golds this year at the Cannes Lions, besides its Gran Prix. All in all, The Scarecrow was a smashing success and it was duly noted at Cannes Lions. What do you think of The Scarecrow? Have you played the game?
Enjoy the video here and tell us what you think!
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