Chapman University tied for first place in a “30-Seconds of Fame” advertising contest sponsored by Chipotle Mexican Grill, the Denver chain announced today.
Chapman, along with Northern Illinois University, beat out 45 other ads submitted by 18 colleges and universities from around the country, Chipotle said. The spots were judged by Chipotle’s marketing division, where staff looked at originality, creativity and how well the ad followed Chipotle’s brand values.
The two winning groups will get an equal share of the $30,000 prize.
Chapman University’s spot, “Origami,” used stop-motion animation to present a progression of foil sculptures based on the ancient art of Japanese paper folding. The sculptures culminated with a foil-wrapped Chipotle burrito. The tag read: “Because No One Wants to Eat the Leaping Toad,” a reference to another origami sculpture. The Chapman students included Michael Alfaro, Mary-Louise Friedlard, Chase Flemino, Niles Hogan, Joe Dietch and Taylor Wilson.
Visually, I thought the ad was clever, and definitely in line with Chipotle’s style. But, what was the deal with the Banjo-strumming singer in the background? That didn’t work for me.
Either way, it looks like Chapman is churning out some creative talent in its ad department. Last year, Chapman students placed second in the Chipotle contest.
Chipotle said it has no plans to use the spots in any national campaign. To view the Chapman University ad, click on the video below. To view all of the student-submitted commercials, CLICK HERE.
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