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Chipotle, Cancer for College & Red Hot Chili Peppers

Helping the World

This campaign is about helping the world in the long run, not a quick marketing ploy to make a fast buck. It's designed to actually help people and keep the cycle going. Chipotle was implicated in at least five foodborne illness outbreaks between 2015 and 2018. This campaign was designed in 2015 as a college assignment to get people to get people to love Chipotle again.

Paying it Forward Just Tastes Good

(2015) Between February and May, Chipotle gave out $70 million in free burritos. They also sent out 21 million direct-mail coupons for free food. Unlikely, (30% expected redemption) but if all the mailed coupons are redeemed, the total would be $168 million in free food.

New York Post - “Chipotle probably shouldn’t have given away all that free food.” “One-time wall street darling Chipotle Mexican Grill certainly learned one thing in the first quarter: you can’t make money giving away truckloads of free food.” - by Lisa Fickenscher April 26, 2016

How can we get people to love us again? What if instead chipotle used that $168 million for a better cause? Something greater than them. Partnering with cancer for college and instilling a “pay it forward” mentality would be the ultimate test of integrity. Helping others in need before helping themselves. After all, chipotle is all about helping make the world a better place.

Cancer for College provides hope and inspiration to cancer and amputee survivors by granting college scholarships. Since inception in 1994, cfc has granted nearly $2 million to almost 1,000 cancer survivors (average $2,000 per scholarship) “I made a promise that if I got through my second battle with Hodgkin’s Lymphoma, I would do something to make the world a better place for cancer survivors.” - Owen Craig Pollard, Founder

Each year in the U.S. there are approximately 185,000 amputations - 500 a day - that is - nearly 2 million people living with limb loss. More than 15.5 million cancer survivors. $168 million would provide: a $2,000 scholarship per person. That’s 84,000 cancer survivors helped - or -average cost of tuition in the U.S. for out-of-state residents attending public universities is $23,893. $168 million could pay the first year of college for 7,031 cancer survivors.

It took CFC 22 years to help almost 1,000 cancer survivors but what if we could do for CFC in a year what it could take them 3,818 years to do? From 1,000 to a potential total of up to 85,000 cancer survivors helped. That’s an increase of 8,400% in just one year. Chipotle could pay it forward and help 230 cancer survivors and amputees every single day for a year better their lives and the lives of others around them. When they graduate, they can pay it forward to CFC by making a small donation and keep the cycle going.

One-Minute Yoga Challenge #BurritoBandito
One-Minute Yoga Challenge #Ravenous
One-Minute Yoga Challenge #YogaBear

Social Media At-Home

One-minute yoga challenge to raise awareness - Nominate a friend to do the challenge

1. The participant has to buy the burrito(s) in order to do the challenge.

2. They do the one-minute yoga challenge with a burrito(s) and record it. post it to Instagram.

3. Nominate a Friend

It’s actually a challenge because they have to hold the awkward position for one minute which can be slightly difficult, especially because the burrito can weigh around 1.6 lbs. It makes the participant work a little in order to make a contribution through Chipotle. There are difficulty levels associated with how many burritos they use and which position is held. Average price for a chipotle burrito is between $6.50 and $7.50 (w/o any extras).

Each level has a contribution associated with it

Mild: 1 burrito - $5 contribution (customer spends $6.50 - $7.50 minimum w/0 extras)

Medium: 2 burritos - $10 contribution (customer spends $13 - $15 minimum w/0 extras)

Hot: 3 burritos - $15 contribution (customer spends $19.50 - $22.50 minimum w/0 extras)

Chipotle & Cancer for College Pay It Forward One-Minute Yoga Challenge Kiosk

One-Minute Yoga Challenge Snapchat Kiosk

In-Store: Interactive yoga challenge booth placed outside of store

The Kiosk:

- Records the challenge. Digital screen keeps track of time and shows directions.

- Tracks your motion. If a burrito falls or is done incorrectly, it will restart the challenge.

- Recognizes the burrito foil, knows how many burritos they have and chooses the challenge accordingly. #burritobandito #ravenous #yogabear

- Digital screen shows the participant and a snapchat filter over their face of either the raccoon, raven or bear head as shown in the ads. Animal features would move; hat, beak, glasses etc.

- They can then post a 10 second clip of the challenge onto snapchat or a 60 second clip to Instagram and Facebook.

- Once challenge is completed, Chipotle will donate to CFC and they’ll get a coupon for a free burrito and a t-shirt

it makes the participant work a little in order to make a contribution through Chipotle. There are difficulty levels associated with how many burritos they use and which position is held.

Pay It Forward, Red Hot Chili Peppers Logo
Chipotle & Red Hot Chili Peppers Logos Combined
Red Hot Chili Peppers "Can't Stop" One-Minute Sculptures

RHCP “Can’t Stop” Music Video

This video was inspired by artist Erwin Wurm and his One-Minute Sculptures

Since the late 1980s, he has developed an ongoing series of One Minute Sculptures. models are posed in unexpected relationships with everyday objects, prompting the viewer to question the very definition of sculpture. He seeks to use the “shortest path” in creating a sculpture—a clear and fast, sometimes humorous, form of expression.

The sculptures are meant to be spontaneous and temporary. Wurm’s instructions for his audience are written by hand. A volunteer follows the instructions for the sculpture, which is meant to put the body in an absurd and ridiculous looking relationship with everyday objects and hold the pose for a minute. These positions are often difficult to hold. although a minute is very short, a minute for a One Minute Sculpture can feel like an eternity.

Lollapalooza Drum-Off 2 Chad Smith Vs Will Ferrell
Chipotle CFC Reward Program In-Store
Chipotle - Paying it forward leaves a good taste in your mouth
Red Hot Chili Peppers The Getaway Giveaway

More Design Work

Check out the rest of the design portfolio below.

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