Skip main navigation
We use cookies to give you a better experience, if that’s ok you can close this message and carry on browsing. For more info read our cookies policy.
We use cookies to give you a better experience. Carry on browsing if you're happy with this, or read our cookies policy for more information.

The quest

The Scarecrow
Agency: Creative Artists Agency / Client: Chipotle Mexican Grill
Wood Pencil / Digital Marketing / 2014

The Quest Recap
In the quest, our hero must set out on a long hazardous journey, and will battle all obstacles until they are triumphant.

Two Minute Task
While you’re watching the video, think about the following:

  • What impression does the quest of the scarecrow give you of this brand?
  • What other examples can you think of that use this archetype?

Share this video:

This video is from the free online course:

Brand Storytelling: How to Use Narrative to Sell

D&AD

Get a taste of this course

Find out what this course is like by previewing some of the course steps before you join:

  • Storytelling: everything and nothing has changed
    Storytelling: everything and nothing has changed
    video

    Al MacCuish reflects on the art of storytelling, from cave painting to writing and film. Has anything really changed? How is story relevant today?

  • A career in stories
    A career in stories
    video

    Spanning both the small and big screen, Sir Alan Parker reflects on his career in storytelling, from how he became a director to borrowing references.

  • The seven story archetypes
    The seven story archetypes
    article

    Can all stories be defined by archetypes? Here, we outline Christopher Brooker's theory of the seven basic plots.

  • Harnessing the power of brand storytelling
    Harnessing the power of brand storytelling
    video

    Al MacCuish looks at how the seven plot types can be applied to brands. How can a narrative help communicate what a brand wants to say about the world

  • Know your audience: simplify your message
    Know your audience: simplify your message
    video

    Jon Kallus, Creative Director at Grey London, believes that truth is the key to communicating quickly and effectively with your audience.

Contact FutureLearn for Support