The big winner at the 2012 Cannes Lions Creative Festival was LA-based Creative Artists Agency for Back To The Start, a campaign it created for fast food firm Chipotle. 

 

Back to the Start, produced by Nexus London for CAA, won both the prestigious Film Grand Prix and the new Branded Content GP.

 

The film is a 140 second animation film which tells the story of a farmer who regrets the way that his business has move toward mass-market industrial farming. So he decides to alter his work practices in favour of sustainably-farmed meat – thus echoing the way Chipotle sources its own meat.

 

The film, which features Willie Nelson singing a Coldplay track, was first released via digital channels. Subsequently, it went to cinema screens and primetime TV. Latest figures show that it has been viewed 6.4 million times via YouTube.