Wednesday, October 26, 2011

purpose idea #436

Another example of purpose-driven branded content worth checking.

'In the film, director David Altobelli tells the story of three boys exploring an empty house late one night. The boys break into a farmhouse that was clearly abandoned in a hurry some time ago. As the three explore the house - and even begin to vandalize it - one boy slowly comes to see that the family that lived there was not so different from his own. He realizes that the house they are trashing could foreshadow the future of his own family's farm and home. A frightening moment in the house sends the boys running back to the comfort of their still-functioning farms. On the soundtrack, Karen O of the Yeah Yeah Yeahs covers Willie Nelson's country music classic "Mammas Don't Let Your Babies Grow Up to be Cowboys."

Get the backstory at

Chipotle Mexican Grill - – is an American restaurant chain, they have set up The Chipotle Cultivate Foundation which works to highlight the economic hardship family farmers face in the increasingly industrialized American agriculture system.

‘Over the last several years, Chipotle Mexican Grill has contributed more than $2 million to help fund initiatives that support sustainable agriculture, family farming, culinary education, and innovation that promotes better food. This has included such beneficiaries as Jamie Oliver’s Food Revolution, The Lunch Box, The Nature Conservancy, Niman Ranch Scholarship, Culinary Institute of America, The Land Institute, Veggie U, and The Cultivate Foundation will continue with this tradition of giving started by Chipotle.’

My talk at 474Labs yesterday was about exactly this kind of thing, and why generosity, and moving from value-chain to value-cycle is a [better] business model.


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