chipotle, wtf?
Out of context: Reply #8
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- duckofrubber0
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William Espey
April 5th, 2010 at 2:34 pmIt is hand-written, therefore, it is in fact a JOKE – albeit for a very small audience, but a joke none-the-less. Who in the world would bother to hand write place-holder text?
I have been here at Chipotle as the in-house creative for over 10 years now, burying obscure bits and pieces into our advertising and collateral to create depth and some sense of intellectual adventure. If everything is instantly recognizable to the entire audience, it is not pushing the intellectual envelope at all – and so is not creating a space for curiosity and growth. Advertising is typically a blunt instrument used to simply hit the consumer over the head with the obvious. We have endeavored over the years to make it more interesting, challenging, giving our audience the benefit of the doubt. If we hold society to a low standard, that is all we can hope for society to achieve. If we raise the standard, we can hope to create change in those who wish to engage on that level. The responsibility of the Creative individual in our society is not to be just the mouthpiece of the machine, but to use the impact that they have on a large audience to elevate the collective through thought provoking word and design.
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