Creative direction, art direction, design and copywriting
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.