Chipotle

Guac Mode

ROLES

Creative direction, art direction, design and copywriting

PROJECT FOCUS

To love Chipotle is to love their guac—and to be all OMGuac when guac on the side doesn’t cost extra. Enter Guac Mode, a feel-good treat meant to incentivize new fans to sign up for Chipotle Rewards and to thank existing members on the first anniversary of their loyalty program. To announce this never-know-when-it’ll-pop-up freebie, we created a whole new look inspired by the trending Dark Mode release for iOS devices. Hunt, Gather led the charge on creative direction for the campaign, which included chipotle.com and chipotle.com/guacmode, print, and app. In the ten days that the campaign ran, we generated 1.4 million visits to chipotle.com/guacmode.