Chipotle, Piro and Ray Wise Present "Farmed and Dangerous" to International Audience at MIPTV

Chipotle Named MIPTV Brand of the Year

Feb 26, 2014, 12:52 ET from Reed MIDEM

PARIS, Feb. 26, 2014 /PRNewswire/ -- US restaurant chain Chipotle Mexican Grill has been named MIPTV's Brand of the Year in recognition of its original online series "Farmed and Dangerous," produced with New York-based studio Piro, which will have its exclusive international premiere in Cannes.

On Wednesday 9 April in the Grand Auditorium of Cannes' Palais des Festivals, the whole team behind "Farmed and Dangerous" including its star, veteran film and TV actor Ray Wise ("Twin Peaks", "Robocop"), will present the series to MIPTV delegates.

Chipotle's Chief Marketing Officer, Mark Crumpacker, along with Piro partner Tim Piper, writer/director/executive producer of the show and Daniel Rosenberg, writer/executive producer and Piro partner, will give their insight into how to leverage brand partnerships without compromising creative vision to produce the best audience experience. Chipotle will be presented with Brand of the Year Award at the end of the screening. The award recognises the best online video strategy by a brand and past winners include Amex, Heineken, Intel and Vice Media.

"Today, TV and advertising increasingly face common challenges, from how to create great content and retain eyeballs, to building and monetizing an audience. By leading the digital transformation of advertising and embracing innovative new creative opportunities, Chipotle has taken branded content marketing to a new level," said Laurine Garaude, Director of Reed MIDEM's TV Division.

"Farmed and Dangerous" is a tongue-in-cheek series about the evil practices at fictional agribusiness giant Animoil, which has come up with the world's least palatable cattle feed: the PetroPellet. The only snag is it results in exploding cows. The first four 30-minute episodes began broadcasting in the US on Hulu in February.

The "Farmed and Dangerous" presentation is part of the MIP Digital Fronts, the new international screenings for original online content designed to reach digital entertainment executives on a global level. MIP Digital Fronts create the digital entertainment industry's first true international marketplace for the production, distribution and acquisition of high-quality original content produced exclusively for audiences of online web channels and app-based/OTT streaming video platforms. 

The MIP Digital Fronts include showcases by founding partners YouTube and Maker Studios and presentations by creators and digital studios including: Fox Digital Studio, Fullscreen, Vuguru, Smokebomb, What's Trending, Pemberley Digital, Hoodlum and SXM Productions.

The two-day programme also includes panels featuring speakers such as Lorenzo Benedetti, Founder, Studio Bagel and Aline Bonnet, Media Strategy Manager, Orangina-Schweppes. A dedicated networking event "The Brands & Online Video Lunch" will feature talks by Patrick Jubb, Global Marketing & Communications Director, Jaguar Land Rover UK and Orla Roche, Digital Director, Irish Distillers Pernod Ricard - Jameson Whiskey, Ireland.

In addition to the entertainment industry executives, a host of brands and agencies have already confirmed their attendance at this inaugural MIP Digital Fronts, including Vivaki, Affiperf, Havas Media, Dentsu-Aegis, Moxie and Group M. This MIPTV initiative is also supported by French Media Agencies Association, Udecam and the British Branded Content Marketing Association, BCMA.

For press registration details, please click here.

More information about Brand & Agencies, visit our blog dedicated to Branded Entertainment: MIP Blog

Subscribe to our TV Trends Newsletter and receive monthly exclusive content about TV & media industry trends and consumer insights (through reports, industry leaders interviews and more.)

To follow industry news, check out MIPTV's TV Trends.

About MIPTV - MIPTV - now in its 51st year - is the world's most powerful and prestigious market and creative incubator for content on every screen. In early April, professionals from across the TV and digital entertainment spectrum gather in Cannes, France for four days of intensive networking, trading, screenings, and high-level conferences and keynotes. MIPTV is also a key venue for early-stage development and financing deals, content acquisitions and programme sales. Meanwhile, the MIPCube forum - an integral part of the MIPTV week - explores the ways in which technology and creativity are working together to enrich and reinvent the viewing experience. The weekend prior to MIPTV sees the MIPDoc and MIPFormats showcases, now recognised as among the world's most influential events for the non-fiction and unscripted programming industries.

About Reed MIDEM – Founded in 1963, Reed MIDEM is a leading organiser of professional, international tradeshows. Reed MIDEM events have established themselves as key dates in professional diaries. The company hosts MIPTV, MIPDOC, MIPCOM, and MIPJUNIOR for the television and digital content industries, MIDEM for music professionals, LeWeb Paris and London for internet forward-thinkers, MIPIM, MIPIM Asia, MIPIM UK and MAPIC for the property and retail real estate sectors.

About Reed Exhibitions - Reed Exhibitions is the world's leading events organizer, with over 500 events in 41 countries. In 2012 Reed brought together seven million active event participants from around the world generating billions of dollars in business. Today Reed events are held throughout the Americas, Europe, the Middle East, Asia Pacific and Africa and organized by 34 fully staffed offices. Reed Exhibitions serves 44 industry sectors with trade and consumer events and is part of the Reed Elsevier Group, a world leading provider of professional information solutions.