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November 05, 2007

Chipotle's UGC Finalists.

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Chipotle spent some time on college campuses looking for UGC. Here's what they got. One can imagine that "foil" was in the brief. Interesting that such a mundane substance has become such a recognizable icon.

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Aluminum foil a mundane item? Guess again, Sweetcheeks. When Saatchi & Saatchi placed their canker-sored lovemark on Reynolds Wrap Foil, they positioned it as bringing “an emotional component to Reynolds Wrap by connecting the brand to something she [apparently anyone who labors in a kitchen has breasts] loves. Consumer work revealed she loves her kitchen because it’s where life happens, it’s the heart of her home, it’s where things get done." Aluminum foil, you’ve seduced us all.

I officially hate stop motion again.

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