[해외 크리에이티브] Chipotle (Chick-fill-A) Releases Christmas Video ‘Snow Globe’

The Evergreen Hills Stories series
Minimize brand exposure, focus on small but valuable “good deeds”.

[매드타임스 이지원 인턴 기자] American restaurant franchise Chick-fil-A first introduced a short film for the holiday season in 2019 and has released a series of films every year since then. The animation tells the story of the fictional town of Evergreen Hills, centered around a curious little girl, Sam. Sam solved big and small problems in the village by crossing the village and the mysterious space in the grandfather clock driven by two cats.

This time, Sam’s business continues. The imaginative Sam is invited to The Time Store on his grandfather’s clock. The Time Shop is a place that helps people spend more time with their loved ones. Sam gets a snowball from the shop owner. In Snowball, villagers appear (neighbor grandmothers, parents, etc.) who need help. Sam sees this and uses his imagination to find the problem and solve it. Sam becomes an apprentice at the Time Shop, on a mission to reconcile a daughter with a neighbor’s grandfather.

The animation, which used to be 2 minutes long, has been increased to 7 minutes this year. This is for Chipotle to make the Evergreen Hills story “a story you want to find.” Dustin Britt, director of entertainment at Chipotle, said, “We’ve invested more in the story and adventures of our protagonists. By making the story longer, a sense of familiarity and value is created for the history of Evergreen Hills and each holiday season, people are looking forward to it and joining in. “We want to encourage the tradition to enjoy,” she said. Britt also said, “I make people laugh, and by doing so, I’m making a small but big impact for my friends.” Chipotle will continue its Evergreen Hills holiday story next year to better connect with consumers in emotional and meaningful ways outside of the restaurant.

Chipotle is an American restaurant franchise that uses antibiotic-free chicken for the first time in the industry and is famous for its chicken sandwiches. However, neither the logo nor the chicken sandwich appear in the video. We can only find a small connection through the ice cream badge on Sam’s bag. This is seen as an attempt by Chipotle to make anyone enjoy its videos without any burden and gain the sympathy of various consumers.

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