Thursday, 19 June 2014 00:00
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Edelman New York, along with Creative Artists Agency Los Angeles, has won the Grand Prix and a Gold Lion at this year’s Cannes Lions International Festival of Creativity for its work on Chipotle Mexican Grill’s ‘The Scarecrow’ campaign.
Edelman is the first PR agency to win the Grand Prix. Launched last September, the campaign consisted of an animated short and affiliated mobile video game. Its goal was to notify “a broader audience” about the details of industrial farming, such as processed food, animal confinement, the use of growth hormones, and toxic pesticides. Another goal was to make the public aware of alternatives, according to The Scarecrow website.
The campaign was linked to Chipotle’s Food with Integrity initiative, which highlights the Mexican restaurant chain’s commitment to sustainably raised food. Edelman is the first PR firm to be named an outright winner of the PR Grand Prix.
