Must a cup, or bag, suffer an existence that is limited to just one humble purpose, defined merely by its simple function? Chipotle Mexican Grill uses their cups and bags as a means of sharing their sense of humor, thoughts, and ideas. The Cultivating Thought series presents the words of thought-leaders through unique essays, each illustrated by a different artist. Hoping this will allow people to connect with writers with whom they may or may not be familiar and create a moment of analog pause in a digital world, provoking introspection or inspiration, and maybe a little laughter.
« I swallowed it all while my mind filled with language, measure, music, knowledge. »
Tony Morrisson.
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La quête de sens s’immisce partout. Dans la lignée de The Body Shop (qui affiche des citations sur ses camions) ou Cojean (dont les sacs réutilisables affichaient l’an dernier des extraits du livre de Michael Pollan « Food rules »), l’idée que les surfaces traditionnellement « publicitaires » peuvent être plus utiles progresse. Chipotle Mexican Grill, un tex Mex responsable aux Etats-Unis, lance (sous une suggestion à son PDG du journaliste au New-York Times Jonathan Safran Foer) un programme baptisé « Cultivating Thought » – « cultivons la pensée » : des textes d’une dizaine de penseurs de renom (dont Toni Morrison) figurent sur les tasses en carton et sacs en kraft de la marque accompagnés d’illustrations originales.
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