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Winner Story
Chipotle: A Future Begins by Hunt, Gather
2022 Gold - Websites: General-Sustainability2022 Gold - Websites: Features-Best Visual Appeal2022 Gold - Websites: Features-Best Web Graphics2022 Gold - Websites: General-Other
Hunt, Gather teamed up with Chipotle to launch an advocacy campaign called “A Future Begins” to support the 2023 Farm Bill, aiming to transfer one million acres of farmland to young farmers. The campaign included a short film and educational website highlighting the impact of young farmers using renewable technologies and regenerative practices. We spoke with the team at Hunt, Gather to learn more about the creators, the video and the multiple Davey Gold award-winning website.
How does the campaign represent your creative ethos?
We’re a women-owned team of Makers + Doers who get fired up about big ideas and building connections between brands and consumers. Just like Chipotle: A Future Begins, which extends well beyond to support the next generation of farmers, our approach at Hunt, Gather is likewise purposeful and meticulous. This intentionality shines through in the design of our cinematic digital experience. We give a damn about our clients and the positive impact they have on the world, and this dedication is evident in every aspect of the digital experience for Chipotle: A Future Begins.
“Working with Chipotle hits close to home,” says Partner and Executive Creative Director Lynna Bartosh, “The films from Chipotle over a decade ago are actually something that inspired me to continue in advertising so it’s come full circle and is such an honor to work with Chipotle and now be a part of this legacy.”
Describe the biggest obstacle or challenge working on the campaign.
Building the form that collects signatures. We needed to make the number update accurately in real time which was a bit of a technical hurdle. We also spent time weighing whether to collect more identifying info, but ultimately decided not to ask for addresses, etc., because it seemed like that would be too much of a hurdle and we would rather get more people to sign than get more personal data.
How does Hunt, Gather define creative success?
We’re a team who challenges each other daily to push creative boundaries, going beyond aesthetics to generate fresh ideas that resonate with our clients and audience.
For us, creative success means inspiring action. This was particularly important for Chipotle: A Future Begins. The experience set out to educate, inspire, and build awareness of the impact Chipotle has on how food is grown as part of their mission to Cultivate a Better World. Ultimately, by asking Chipotle fans to add their signatures to the 2023 Farm Bill, we were able to gain more traction for legislative changes that secure land transfer and support future generations of farmers who grow our food.
What is the culture like at Hunt, Gather?
We’re challengers and tinkerers, pushing past what’s already been done. Here at Hunt, Gather we believe good work demands great people, and we take pride in having some of the finest. When you love what you do, work becomes play, leading our Makers + Doers to thrive on creating what’s next.
Was the project successful? What were the results?
We would define the project as successful. We won several awards and got 14K+ signatures towards the initiative.
What does winning a Davey Award mean to you?
Winning a Davey Award means our hard work, big thinking, and innovation was not only seen but helped create a deeper connection to the work.