Chipotle wages war on Big Food
by The One Centre
![](https://theonecentre.com/wp-content/uploads/2017/07/scarecrow.jpg)
18
September, 2013
18th September 2013
Mexican Food chain Chipotle have created a “dystopian fantasy world” with the launch of 'The Scarecrow' an arcade-style game and animated short film, which carries a serious food message.
The game and film depict a scarecrow who becomes disenfranchised with the Factory Food-driven world and sets off on a journey to bring wholesome food back to the people.
![](https://theonecentre.com/wp-content/uploads/2017/07/chipotle4.jpg)
![](https://theonecentre.com/wp-content/uploads/2017/07/Chipotle1.jpg)
![](https://theonecentre.com/wp-content/themes/toc/images/video-play-white.png)
Play video
Both the game and the film aim to educate people about the ‘realities’ of industrial food production that, Chipotle says supplies much of what we eat.
The film is set to an emotive cover version of the song ‘Pure Imagination’ from the iconic film ‘Willy Wonka and the Chocolate Factory,’ performed by Fiona Apple.
Chipotle says: “’The Scarecrow’ is at once an addicting game, a poignant short film, and a project that reflects what we believe in. The city of Plenty is a glimpse at a future that may not be far off. Processed food, animal confinement, and the use of synthetic growth hormones, non-therapeutic antibiotics, and toxic pesticides are rampant in our food supply.
Educating people about alternatives is a journey for the Scarecrow, and continues to be a journey for us.”
Mark Crumpacker, chief marketing officer at Chipotle said: “The more people learn about where their food comes from and how it is prepared, the more likely they are to seek out high-quality, classically prepared food like we serve in our restaurants,” said “We created ‘The Scarecrow’ game and film as an entertaining and engaging way to help people better understand the difference between processed food and the real thing.”
Chipotle has launched a dedicated site which houses the film, a trailer for the game and links to download it as well as what it calls “The Facts” which includes information about the brand and its ‘Food With Integrity’ positioning.
![](https://theonecentre.com/wp-content/uploads/2017/07/chipotle3.jpg)
![](https://theonecentre.com/wp-content/uploads/2017/07/Chipotle2.jpg)
![](https://theonecentre.com/wp-content/uploads/2017/07/chipotle7.jpg)
Review
Following up the runaway success of its ‘Back To The Start’ branded film was never going to be easy, but Chipotle have managed to take things into a darker, more confrontational place.
While Chipotle managed to maintain a sense of optimism and positivity, despite the serious message it was communicating in ‘Back to the Start’, with ‘The Scarecrow’, it is more pessimistic and accusational.
No bones about it, Chipotle has waged war on Big Food.
‘The Scarecrow’ is a no-holds barred attack on the evil food conglomerates, who would seek to feed the people processed factory food.
It’s dark and eerie and it packs a punch.
Chipotle’s strategy is clear, by demonstrating the processed hell of Big Food, versus the natural, sustainable Chipotle, the Mexican Food Company is asking the viewer to choose a side; it’s us or them.
It’s a very direct strategy and one that is sure to resonate with its target market of “Millennials”. Chipotle is looking to position its brand alongside the sustainable, healthy eating lifestyle that this generation are so keen on.
‘The Scarecrow’ is clearly just the beginning of an aggressive strategy to distance the Mexican food chain from its Big Food competitors.
Chipotle are taking a very strong righteous positioning, in the way that only a small challenger brand can. They have set their sights on Big Food and have painted the McDonalds, KFCs and Taco Bells of the world as Evil Crows seeking to mislead the public and hide the truth behind the food from them.
Key to this strategy is creating the divide, forcing people to respond and to choose a side. For younger generations who are keen to identify with causes, this message is bound to gain traction. As will Chipotle’s anti-big corporations message, its ‘Food With Integrity’ positioning and its responsible and sustainable model.
What’s also fascinating is that this is not about driving people in store – despite the giveaway vouchers attached to the game – for Chipotle this is about education and positioning.
Chris Arnold, Chipotle communications director told Brandchannel “[the campaign] isn’t a tool to drive people to our restaurants; we have advertising and local marketing for that. This is an initiative about bigger-picture values.” “We’re making these serious issues more approachable to people who are pretty new to them.”
This is also about building an online following, Chipotle is creating a series of long-form dark comedies, called “Farmed and Dangerous”, which it plans to launch online next year.
Given the target market it seeks to appeal to, it’s clear why the brand has embraced branded entertainment and online films and apps.
Chipotle have proven their skills as storytellers and they are banking on ‘The Scarecrow’ achieving the same levels of success that ‘Back To The Start’ received.
Much like its predecessor, ‘The Scarecrow’ draws on strong powerful music, again in the form of a cover version of a famous track. The branding is light and the app offers the chance to win free food.
Where this work really succeeds is in its authenticity. This is not a CSR or cause marketing, Chipotle are staking their brand on this responsible food message and their ability to stay true to this will determine their success.
And a success it will be. While Back To The Start, has notched up some 7.8 million YouTube views, along with a swag of awards and a TV screening during the Grammy Awards, The Scarecrow has already received 5.2 million views since launching on 11 September.
I really like this project, it has a strong point of view and a very clear message. The strategy and artistry combine to create a compelling piece of film and entertainment that perfectly fits the brand values.
I particularly like the dark undertones of using Pure Imagination, a song that to generations of people conjures images of Willy Wonka’s weird and disturbed world of sugar. I like the idea that Chipotle are comparing Wonka’s deluded dreams with the dreams that Big Food outlets sell to adults and children alike.
However, I can’t help but question where this brand is headed. The ground swell and interest in the brand is huge, particularly for a brand which only has a presence in the US, Canada and the UK. I can’t help but wonder how long before we see this brand pushing into other markets and how well the sustainable ‘Food With Integrity” positioning will hold up to its growth.
Let’s not forget though, that this is the brand that helped branded entertainment breakthrough. It was Chipotle that proved you didn’t have to be the big brand like Nike and Coca Cola to create branded entertainment. With The Scarecrow they’ve raised the bar again.
Verdict
Dark and emotive, Chipotle have created a feisty branded entertainment project that is certain to find success in its polarising message.
Credits
Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup
Categories
Related Stories
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2022/07/Vivid-tile.png)
Centre News
26/07
The ideas and innovators transforming the world.
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2022/05/thumbnail.png)
Fashion
27/05
Can period pants change the world?
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2022/03/Website-thumbnail.png)
Hospitality
17/03
How Flave’s big-flavour proposition is breaking vegan stereotypes.
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2022/01/Imperfect-foods-Tile-Image.jpg)
Food & Beverage
17/01
How Ugly Food is disrupting the food industry and winning over consumers
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2021/11/Allbirds-Tile-Image.jpg)
Fashion
29/11
How Allbirds combined sustainability with cool to build a $4 billion shoe empire.
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2021/09/Tile-Image-Lynk-Co.jpg)
Transport
24/10
Get as much car as you need with a Lynk & Co subscription
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2021/10/Tile-Image.png)
Fashion
5/10
Why The Fabricant is dephysicalising fashion
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2021/09/Tile-Image_Feather.jpg)
Products
27/09
How Feather is fighting the fast-furniture epidemic
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2021/03/Rootine-01.jpg)
Health & Fitness
11/03
Are Rootine’s DNA-based vitamins really better for you?
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2021/02/black-bar-overlay_AIrseed.jpg)
Technology
11/02
Can AirSeed’s seed-planting drones put the brakes on climate change?
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2021/02/black-bar-overlay.png)
Technology
11/02
Replika is more than a friendly chatbot. It’s a footprint of you.
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2020/10/afterpay-tile.jpg)
Finance
15/10
How a fear of debt is fuelling Afterpay’s spectacular global growth
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2020/10/Spatial-Tile-Image.jpg)
Technology
9/10
Are Spatial's high-fiving avatars the future of work?
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2020/10/Tesla-Square-Image.jpg)
Transport
6/10
Behind Tesla’s supersonic rise as the world’s most valuable car company
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2020/06/Tile-Image.jpg)
Technology
22/06
Is Life360 bringing families closer, or pushing teens away?
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2020/05/Tile-Image.jpg)
Lifestyle
18/05
The Brands Saving the World from COVID-19
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2020/04/02.jpg)
Finance
3/04
Happy Money: the fintech that’s curing debt addictions
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2020/04/List-Image.jpg)
Food & Beverage
3/04
Is Kin the booze-free future of revelry?
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2020/01/otw202_SocialPromo2.png)
Lifestyle
25/01
5 brands (and sectors) to watch in 2020
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/12/Beyond-listimage.jpg)
Finance
3/12
Beyond is bringing transparency to the business of death
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/11/LagunitasHifi-listimage.jpg)
Food & Beverage
24/11
Lagunitas is brewing dope you can drink
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/10/doconomy-preview-432x362.jpg)
Finance
22/10
Doconomy is a banking service with a conscience
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/10/wing-list-image-423x362.jpg)
Transport
22/10
Will Wing’s drone deliveries help or hinder bricks-and-mortar retail?
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/10/oura-ring-thumb-1.jpg)
Health & Fitness
2/10
Oura ring is unlocking the secrets of sleep
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/07/ONEtalks_LemonadePost03.png)
Technology
15/07
Why millennials love paying for Lemonade insurance
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/06/EL-List-Image.jpg)
Lifestyle
27/06
How Everlane’s radically transparent ethos is upending fashion
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/05/List-Image.jpg)
Health & Fitness
9/05
Recyclable glasses made simple from Dresden
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/04/IB-List-Image.jpg)
Food & Beverage
23/04
Eat an Impossible Burger, save the world
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/04/ONEtalks_April_ListImage03.png)
News
2/04
Brands Disrupting the World: book now for our next ONEtalks
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/03/List-Image.jpg)
Health & Fitness
20/03
Sex education you can trust: how Clue is tackling taboos
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2019/01/List-Image.jpg)
Food & Beverage
30/01
Drinking Oatly is more than a trend. It’s a "paradigm shift"
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/12/List-Image.jpg)
Lifestyle
13/12
Mobile is at the heart of Nike’s House of Innovation stores
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/11/List_01.jpg)
Centre News
29/11
The psychology of selling to the world’s ultra-rich
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/11/List-Image-1.jpg)
Fashion
26/11
The Phluid Project: Shaking up the gendered world of fashion
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/11/CentreNews-List-image-1.png)
News
7/11
The One Centre acquires digital media agency Effilab Australia
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/10/List-Image.jpg)
Finance
22/10
Koho is taking back your dreams from the banks that stole them
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/09/List-Image3.jpg)
Transport
27/09
Forget buying a Mercedes-Benz. Why not subscribe?
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/08/List-Image-1.jpg)
Technology
31/08
Behind the meteoric rise of the world's biggest vaping brand JUUL
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/08/List-Image.jpg)
Retail
14/08
Cult Korean eyewear label Gentle Monster takes on London
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/07/Bar_list3.png)
News
19/07
The One Centre presents the brands disrupting the world at ONEtalks
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/07/List-Image2.jpg)
Transport
18/07
Uber has a better way to map data – and anyone can use it
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/06/List-Image.png)
Health & Fitness
25/06
Forget ‘stoner’ – MedMen is taking marijuana mainstream
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/06/List-03.png)
Centre News
8/06
Four pillars of brand success – John Ford writes for Startup Daily
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/06/List-Image.jpg)
Fashion
1/06
Virtual celebrity Lil Miquela partners with Japanese label Ambush
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/05/Oakley-List-Image.jpg)
Fashion
15/05
Oakley’s ode to obsession
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/04/List-Image-1.jpg)
Fashion
26/04
"Will finds a way" with Under Armour
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/04/List-Image.png)
Technology
19/04
Kengo Kuma is purifying the air at Milan Design Week
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/04/List-Image.jpg)
Technology
5/04
Facebook is building Willow Village. Would you live there?
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/03/List-Image-1.jpg)
Technology
21/03
Apple recruits Spike Jonze to welcome you home
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/02/List-Image.png)
Technology
1/03
Dot Watch is disrupting the Braille market
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/02/List-Image-02.jpg)
Transport
15/02
Is Hyundai Pavilion the darkest building on earth?
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/02/List-Image-CentreNews.jpg)
News
8/02
The One Centre presents ‘Disruption Needs Construction’ at Sydney Design Festival 2018
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/02/Nissan-List.png)
Transport
2/02
Nissan brings its tech to life with self-driving slippers
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/12/Patagonia-ListImage2.jpg)
Fashion
21/12
Outdoor apparel brand Patagonia to sue the Trump administration
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/12/List-Image-CentreNews.jpg)
News
20/12
The One Centre is hiring creative directors. Here’s our manifesto.
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/12/Tiffany-List-Image.jpg)
Fashion
14/12
Tiffany & Co brings Breakfast at Tiffany’s to life with luxury collection
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/12/BAR-List-Image.jpg)
Products
11/12
Behind the scenes of OK Go’s ‘Obsession’
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/11/List-image.jpg)
Fashion
28/11
The North Face combines daydreams and free skiing stunts in a mesmerising film
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/11/SNKRS-list-image.png)
Fashion
22/11
Nike is fighting bots with augmented reality
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/11/List-02.jpg)
Centre News
15/11
"The only way is up" - John Ford writes for Mumbrella
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/11/Hero-small.jpg)
Fashion
7/11
Fashion house Yves Saint Laurent opens a museum in Marrakech
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/11/HERO_list-image-1.jpg)
Transport
2/11
Volkswagen explores the father/son relationship in an emotional film
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/10/normanvr-list.jpg)
Technology
24/10
Meet Norman, a WebVR tool for doodling in space
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/10/CentreNews-List-image.png)
Centre News
19/10
“Give Dove a break” - John Ford speaks to CMO magazine
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/10/toc-bar-guinness-list.jpg)
Food & Beverage
11/10
Guinness saddles up Compton Cowboys for latest Made of More film
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/09/Muji_thumbnail.jpg)
Products
27/09
Minimalist Japanese brand Muji expands empire with fresh food market
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/09/TA_thumbnail.jpg)
Technology
20/09
Teenage Engineering
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/09/TeamLab_Thumbnail.jpg)
Technology
29/08
A forest where gods live
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/LVxSupreme_Thumbnail.jpg)
Fashion
23/08
Louis Vuitton teams with Supreme for ultimate brand collaboration
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/09/komorebi_Thumbnail.jpg)
Technology
9/08
Technological Nature
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/AdobeThumbnail.jpg)
Technology
26/07
Playful Palette
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Nikeairthumbnail.jpg)
Fashion
24/07
Nike creates graphic feast for Air Max
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/volvo-1-1.jpg)
Transport
21/07
Volvo returns to safety positioning in masterpiece film for the new XC6O
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/ikeathumbnails432x362.jpg)
Products
20/07
Ikea to employ Syrian refugees in social sustainability project
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Screensofthefuture432x362.jpg)
Technology
11/07
Screens of the future
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/AppleParkThumbnail-1.jpg)
Technology
10/07
Apple’s extravagant new campus brings brand values to life
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/transformativeappetitethumbnail432x362.jpg)
Products
27/06
Transformative Appetite
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Doveafeature432x362.jpg)
Products
21/06
Dove launches Real Beauty Productions to tell stories of real women
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/LiquidPrintThumbnail432x362.jpg)
Technology
9/05
Rapid Liquid Printing
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/LGBTtumbnail432x362.jpg)
Lifestyle
7/05
The brands coming out to support the LGBT community
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Abstractthumbnail432x362.jpg)
Media & Entertainment
1/03
Abstract. The Art of Design
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/01/List-Image.jpg)
Retail
13/12
Target creates mini-musical spectacular for Christmas
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/04/Nissan-List-Image.jpg)
Transport
3/11
Nissan creates mobile workspace
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/02/List-Image.jpg)
Lifestyle
13/10
Lincoln Motor Company taps Annie Leibovitz for campaign
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2016/09/Braun_Thumbnail.jpg)
Products
30/09
Braun creates hypnotic installation for London Design Week
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/BMWthumbnail.jpg)
Transport
22/09
BMW Films returns with an explosive short film
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2016/08/Adidas_shanghai_thumbnail.jpg)
Fashion
23/08
Adidas Republic of Sports launches in China
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/PantoneAppthumbnail.jpg)
Technology
21/08
Convert the world around you to Pantone with the new Pantone App
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2016/08/MoleskineCafe_Thumbnail2.jpg)
Experiences
10/08
Moleskine opens a cafe for creatives
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2016/08/List-Image.jpg)
Media & Entertainment
4/08
We're the Superhumans: Channel 4 returns with film series
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2016/07/LululemonBeer_Thumbnail.jpg)
Fashion
27/07
Activewear brand Lululemon expands into beer
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/TigerBeerthumbnail.jpg)
Food & Beverage
6/07
Tiger Beer launches NYC pop-up store to showcase best of Asia
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/03/List-Image.jpg)
Products
27/06
P&G rolls out strong film in ongoing Thank You, Mom campaign
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/IkeaCollab_Thumbnail.jpg)
Products
23/06
Ikea launches brand collaborations
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/AdidasSustainable_Thumbnail.jpg)
Fashion
14/06
Adidas creates sustainable shoes made from ocean plastics
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/Google360_Thumbnail.jpg)
Lifestyle
1/06
Google launches 360-degree interactive animated short film
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2016/05/CocaColaWhotel_Thumbnail.jpg)
Food & Beverage
17/05
Coca-Cola makes music with W Hotels
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Savethechildrenthumbnail.jpg)
Finance
12/05
Save The Children returns with harrowing refugee film
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/04/COS-List-Image.jpg)
Fashion
19/04
COS creates "show-stopping" installation
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2016/03/List-Image.jpg)
Fashion
16/03
Uniqlo aims for Utopia with flagship store relaunch
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/McdonaldsVR_Thumbnail.jpg)
Food & Beverage
11/03
McDonald's transforms Happy Meal toy into VR experience
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/SamsungStore_Thumbnail.jpg)
Technology
23/02
Samsung launches immersive brand experience store
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Lobeholdthumbnail.jpg)
Media & Entertainment
28/01
Lo and Behold: Netscout launches branded film at Sundance Film Festival
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/04/Burberry-List-Image.jpg)
Fashion
30/09
Burberry teams with Apple to launch dedicated Music channel
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/AppleWatch_ListImage.jpg)
Technology
24/08
Apple Watch creates blooming installation at Selfridges
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/NikeWomensGym_Thumbnail.jpg)
Fashion
17/06
Nike targets women with luxury workout experience
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2018/04/HSBC-Lift-14-List-Image.jpg)
Art & Design
11/06
HSBC soars in stunning elevator film
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/FourSeasonsThumbnail.jpg)
Hospitality
7/05
The Four Seasons Jet is the ultimate brand experience
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Alexandermcqueenthumbnail.jpg)
Fashion
30/03
Savage Beauty: Iconic Alexander McQueen honoured in exhibition
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/SamsungVR_Thumbnail3.jpg)
Technology
19/03
Samsung film is a beautiful tribute to the power of technology
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/conversethumbnail.jpg)
Fashion
5/03
Converse creates global exhibition to celebrate iconic shoe
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/Leicathumbnail.jpg)
Fashion
31/10
Leica and Moncler create Monumental exhibition
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/windmobilethumbnail1.jpg)
Technology
8/09
Wind Mobile celebrates human connections
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/LegoArchitecture_Thumbnail.jpg)
Products
18/08
Lego targets architects with new product range
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/GEMoonboot_Thumbnail.jpg)
Products
23/07
GE revives iconic Moon Boot to celebrate role
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/Nike_Worldcup_ListImage.jpg)
Fashion
2/07
Nike's ‘Phenomenal’ World Cup experience
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2014/06/LVmuseum_thumbnail2.jpg)
Fashion
30/06
Louis Vuitton Museum: a new level of branded art
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2014/06/gq-barbershop-opens-nyc-2.jpg)
Media & Entertainment
8/06
GQ to groom men with branded barbershop
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/BMWthumbnail-1.jpg)
Transport
4/06
BMW's iconic Art Cars Project launches global tour
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/ChipotlePackaging_thumbnail.jpg)
Food & Beverage
27/05
Chipotle turns to literature in new project
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/Cornetto_Films_Thumbnail.jpg)
Food & Beverage
20/05
Cornetto spreads the love with film series
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/StellaArtoisChallice_Thumbnail.jpg)
Food & Beverage
9/04
Stella hits high note with Chalice Symphony
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/NRMA_ListImage.jpg)
Finance
25/03
NRMA opens Crashed Car Showroom
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/DanielIntelthumbnail432x362.jpg)
Technology
24/03
Intel urges audiences to 'look inside' in film series
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/netaporterthumbnail432x362.jpg)
Fashion
12/03
Net-A-Porter launches glossy print magazine
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/LegoMoviethumbnail.jpg)
Products
17/02
The Lego Movie hits cinemas worldwide
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2014/01/sapeursfallback.jpg)
Food & Beverage
15/01
Guinness creates short film 'The Sapeurs'
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/DomPerignon_Thumbnail.jpg)
Products
20/12
Dom Perignon and Jeff Koons create art
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/patagoniathumbnail.jpg)
Fashion
5/12
Patagonia film celebrates the stories we wear
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/chipotlelistimage.jpg)
Food & Beverage
18/09
Chipotle wages war on Big Food
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Attthumbnail.jpg)
Technology
21/08
AT&T's brutal new film to stop texting and driving
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2013/08/BA_VisitMum_Thumbnail.jpg)
Transport
14/08
BA tugs the heartstrings with Visit Mum film
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/volvoworldbehindthumbnail432x362.jpg)
Transport
4/06
Leave the world behind with Volvo
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/IBMfilm_thumbnail.jpg)
Technology
9/05
IBM & The World's Smallest Film
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Burberrythumbnail432x362.jpg)
Fashion
11/04
Burberry merges digital and physical worlds
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/shipsongthumbnail.jpg)
Lifestyle
17/12
Iconic landmark is on song with The Ship Song
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/jamesbond1listImage.jpg)
Media & Entertainment
24/11
Bond's Skyfall is ultimate branded entertainment
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Redbullthumbnail.jpg)
Lifestyle
25/10
Red Bull goes Stratospheric
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/AudiSpheres_Thumbnail.jpg)
Transport
7/09
Audi showcases the future in Spheres
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/07/Attthumbnails432x362.jpg)
Technology
10/07
AT&T unveils transmedia experience Daybreak
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/GoogleLabs_Thumbnail.jpg)
Products
30/06
Google experiments with art and science
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2017/08/GEtwowords_Thumbnail.jpg)
Technology
28/06
GE asks Australians for Two Words
![](https://theonecentre.com/wp-content/themes/toc/images/black-bar-overlay.png)
![](https://theonecentre.com/wp-content/uploads/2012/06/CocaColaBeats_Thumbnail.jpg)
Food & Beverage
14/06
THE ONE CENTRE
Level 3, 75 Pitt St
Sydney NSW 2000
Australia
hello@theonecentre.com
Sign up to ONE TALKS
Please use a valid email address
By entering your email you agree to the
Terms of Use and Privacy Policy