Music

"Pure Imagination" - Fiona Apple (Willy Wonka Cover) [Chipotle YouTube Video]

Brad Bershad

by Brad Bershad

Published September 12, 2013

Fiona Apple teams up with Chipotle Mexican Grill for this amazing video to raise awareness about factory farming, as she sings the classic tune "Pure Imagination" from Willy Wonka & The Chocolate Factory. This is part of a project Chipotle is calling The Scarecrow, which includes a video game for iPhone and iPad available for free at the App Store. They're even running a contest where you can get a buy-one-get-one-free card for if you get 3 stars on all the levels right now.

On The Scarecrow website, we get this description of the video above:

In a dystopian fantasy world, all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system. Dreaming of something better, a lone scarecrow sets out to provide an alternative to the unsustainable processed food from the factory.

At Zumic, we applaud Chipotle's Food With Integrity initiative. We also applaud Fiona Apple for turning in a truly great vocal performance on this challenging and complex song that has an important and powerful message behind it. The animation is really great, too.

If you like what you see above, we recommend the "Behind The Scenes" video they also posted on YouTube that explains the creative process that went into The Scarecrow:

Source: Chipotle's 'The Scarecrow'
Via: Consequence of Sound

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