Fiona Apple has teamed up with Chipotle on a campaign about factory farming. This initiative is carried by an animated clip, which is backed up with the famed singer covering "Pure Imagination" from the 1971 film Willy Wonka & the Chocolate Factory. The clip displays a scarecrow witnessing the dark sides of factory farming and decides to make its own vegetarian tacos.
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.
Check it out above.