The Living Memorial
Gaining fame in the art world seems nearly impossible… unless you are dead. Chipotle, a supportive brand of quality food and art, wanted to give talent the recognition it deserves. So during El Día De Los Muertos (or day of the dead), we decided to bring a series of underground artists into the light. How? By killing them.
ANNOUNCING THE DEATHS
Two weeks before El Día De Los Muertos, we collaborated with select artists to announce their own deaths through their social media accounts.
LAUNCH OF EXHIBITION
A week before El Día De Los Muertos, we revealed Chipotle has been behind this stunt all along. From here, we created lead-ins to our main celebration.
Urban graveyard activation. We set up graveyards in busy city areas with gravestones designed with invitational skulls and roses, courtesy of the artists.
In store. Using Chipotle’s paper bags as a medium, we featured obituaries on the packaging. We also showcase the artists in the walls of our stores.
THE LIVING MEMORIAL EXHIBITION
The culmination of it all. A funeral-styled art exhibition by Chipotle will be held to showcase artwork created by our artists under the theme Life After Death.