- By composing their favorite Chipotle
orders, customers create musical and visual experiences and earn
free burritos
- SAVOR.WAVS features Chipotle orders
composed and remixed by the Wu-Tang Clan, The Head and the Heart,
Awolnation, GRiZ and PANG!
To celebrate its commitment to using only real ingredients in
its food, Chipotle Mexican Grill (NYSE: CMG) collaborated with RZA,
multi-platinum hip-hop legend and creator and producer of the
Wu-Tang Clan, to create SAVOR.WAVS, an immersive digital experience
that reinterprets each ingredient in Chipotle’s food as music and
responsive visuals.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20170719005650/en/
Chipotle and RZA launch SAVOR.WAVS, an
immersive musical and visual journey into Chipotle’s 51 real
ingredients (Photo: Business Wire)
As the creative visionary behind SAVOR.WAVS, RZA composed sounds
using various instruments inspired by each of the 51 real
ingredients Chipotle uses to make its food. Those sounds were then
paired with beautiful visuals also inspired by the ingredients.
When combined, based on orders that customers compose, they create
a unique visual song to represent any possible menu combination
from Chipotle. Developed by Chipotle and CAA Marketing, this
musical re-imagination of Chipotle’s ingredient statement is
another example of how music and food can bring people closer
together.
Customers can visit SAVORWAVS.com to compose their own
individual order. As they build their order, the musical
composition and visualization builds along with it, resulting in a
stunning 360-degree visual experience that reacts in real-time to
the movement of a mobile device.
“SAVOR.WAVS supports our commitment to using only real
ingredients in our food — without any colors, flavors or industrial
additives,” said Mark Crumpacker, chief marketing and development
officer at Chipotle. “As a parallel to the way we cook, RZA used
only natural instruments, and composed them such that each unique
combination works beautifully together.”
RZA has a personal and thoughtful relationship with food and a
reputation for bringing his creativity to life across a variety of
mediums, making him a natural partner for SAVOR.WAVS.
“I’ve always believed food, like music, has the power to change
our day and even shape our world,” said RZA. “SAVOR.WAVS continues
to challenge us in how we think about food, what’s real and what’s
responsible.”
Chipotle is the only national restaurant brand to use no added
colors, flavors, preservatives (other than real lemon and lime
juice) or other industrial additives in its food. True to that
philosophy, RZA composed sounds to correspond to each of the
ingredients on Chipotle’s menu working only with natural
instruments.
Take guacamole, for example: An avocado represents an
instrument. In this case, a viola. When the instruments
representing cilantro, jalapeno and all the other ingredients used
to make guacamole are added, a full melody is created.
In addition to the music customers can make by composing their
own orders, Chipotle engaged several other artists to compose their
favorite Chipotle orders and remix them using their own individual
styles. The musicians include Wu-Tang Clan, The Head and the Heart,
Awolnation, GRiZ and PANG! The remix by Wu-Tang Clan includes
members Raekwon, Method Man, Ghostface and of course, RZA.
Songs from these artists are available on SAVORWAVS.com, on
Spotify and at Sound Cloud at Soundcloud.com/chipotlemexicangrill.
Other artists who wish to make their own remixes can access the
complete set of 51 orignal musical stems created by RZA at
Soundcloud.com/chipotlemexicangrill.
This innovative experience was developed using the latest WebGL
& WebAudio technologies and is best run on the latest version
of Google Chrome, Firefox, Safari or Edge, or using another device
running iOS 9 or Android 4.2 (or above). Customers who participate
in SAVOR.WAVS can also earn a buy-one-get-one entrée, while
supplies last, to enjoy the real-life version of their favorite
order.
Chipotle has a long history of sharing the creative power of
music to help people better understand what’s in their food,
including the reinterpretations of iconic songs in Chipotle’s
award-winning animated short films, its Cultivate food, music and
ideas festivals, curating the music in its restaurants and
featuring musicians and music videos in “RAD Lands,” its TV series
for kids and families.
ABOUT CHIPOTLE
Steve Ells, Founder, Chairman and CEO, started Chipotle with the
idea that food served fast did not have to be a typical fast food
experience. Today, Chipotle continues to offer a focused menu of
burritos, tacos, burrito bowls, and salads made from fresh,
high-quality raw ingredients, prepared using classic cooking
methods and served in an interactive style allowing people to get
exactly what they want. Chipotle seeks out extraordinary
ingredients that are not only fresh, but that are raised
responsibly, with respect for the animals, land, and people who
produce them. Chipotle prepares its food using real, whole
ingredients, and is the only national restaurant brand that
prepares its food using no added colors, flavors, preservatives
(other than lemon and lime juice which can be used as preservatives
even though Chipotle uses them only for taste) or other industrial
additives typically found in fast food. Chipotle opened with a
single restaurant in Denver in 1993 and now operates more than
2,300 restaurants. For more information, visit Chipotle.com
ABOUT RZA
Robert F. Diggs, aka “RZA,” is a Grammy Award-winning music
producer, recording artist, actor, director, philanthropist, vegan
and chess aficionado. RZA is one of the most prominent figures in
hip-hop music and the creator/producer of the world-known Wu-Tang
Clan. RZA’s self-taught understanding of music has allowed him to
create a sound that is uniquely his own. His love of martial arts
clips lead to both the naming of Wu-Tang Clan as well as an
integration of samples woven into his music. RZA used this
production style when creating soundtracks and composing for films
such as: “Ghost Dog,” “Django Unchained,” “Afro Samurai” and “Man
With the Iron Fist.”
View source
version on businesswire.com: http://www.businesswire.com/news/home/20170719005650/en/
Chipotle Mexican GrillChris Arnold,
303-222-5912carnold@chipotle.com
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