Doppelgänger
Award: Shortlist
Shortlist / Digital & Social / Use of Data / 2024
In a world where the delete button reigns supreme, Chipotle cracked the code on getting people to open their emails by delivering a delightfully blunt message: "You're not special." This message cut through the clutter, inviting recipients to open and explore further. Chipotle boasts a menu crafted from a mere 53 ingredients, yet the potential combinations are mind-bogglingly vast, offering millions of unique culinary creations. It might seem improbable that your order could be replicated precisely, but enter the world of Chipotle Doppelgänger, where every dish has an evil twin.