Chipotle:
SAVOR.WAVS
Role
Spearheaded an award-winning strategy, identifying relevant award categories and shows for submission. Produced and managed the video case study, write-ups, and presentation board to highlight the campaign's innovative digital and musical elements.
Accolades
The integrated campaign earned 10 honors across 7 award programs, including:
Brand Film Awards: Official Selection for Sound Design
One Screen Film Festival: Official Selection for Sound Design / Original Score
CLIO Music Awards: Bronze in the Use of Music | Innovation category
One Show: Bronze in Craft - Use of Music / Original Music category
Webby Awards: 2 Honorees and 1 Shortlist
Case Study
Campaign Overview
To celebrate its commitment to using only real ingredients in its food, Chipotle collaborated with Wu-Tang Clan’s RZA to create SAVOR.WAVS—an immersive digital experience that reimagined each ingredient on Chipotle’s menu as music and visuals. This seamless integration of technology, music, and brand storytelling brought Chipotle’s values to life, creating a new way for customers to engage with the brand.
Each of Chipotle’s 51 real ingredients was paired with a unique musical instrument. These musical components were brought to life in an interactive digital experience, allowing users to create a custom animated music video inspired by their favorite Chipotle orders. The campaign also included an animated music video featuring RZA’s original music order/song. The music and visuals were amplified through digital channels, including Spotify, SoundCloud, and Complex takeovers, ensuring the campaign connected with music enthusiasts and food lovers alike.
Music Video
Campaign Results
SAVOR.WAVS redefined how customers interacted with Chipotle, blending culinary authenticity with artistic expression to create an unforgettable campaign. Key results included:
Over 9 million visitors engaged with the SAVOR.WAVS website
2.25 million streams on Spotify
13 million minutes of music generated
Delivered 3.5 million digital offers with a 60% redemption rate
By combining food, technology, and music in an unprecedented way, SAVOR.WAVS showcased Chipotle’s ability to innovate and connect with audiences in a deeply personal and engaging manner.
Awards Expertise
The strategy emphasized Chipotle’s bold step into digital innovation, spotlighting the unique collaboration between technology, music, and brand storytelling. Submissions targeted top-tier shows celebrating innovation, branded content, and sound design. Crafted detailed narratives and engaging visuals to demonstrate the campaign’s success in connecting with audiences in a multisensory, emotionally resonant way.