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3. The Quest

Explore how 'The Quest' plot archetype can be used in commercial creativity using an example of D&AD awarded work from our archive.
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?
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Storytelling in Advertising

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