A short animated film depicting a farmer's return to sustainable farming practices, scored by Willie Nelson's cover of Coldplay's 'The Scientist.'

The film made its television debut in a single airing during the Grammy Awards, immediately following Coldplay's live performance of the same song — a collision of brand, music, and live television that stopped the room. The song was released on iTunes and climbed the country charts.

A limited edition of hand-crafted matryoshka dolls — the farmer holding a pig, the pig holding a pill, the pill holding a scroll that read 'you are what you eat eats' — became a collector's object in its own right.

The campaign earned the first ever Branded Content & Entertainment Grand Prix Lion at Cannes and was named one of TIME Magazine's Best Ads of the Decade.