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ANDY Awards

Creative Award
New York, United States
Skittles - "Give The Rainbow - 2" by ANDY Awards 2017

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TitleGive The Rainbow - 2
Agency
Campaign Give The Rainbow
Advertiser Mars, Inc.
Brand Skittles
PostedMay 2017
Business Sector Candies
Media Type Packaging, Branding & Design
AI Description The Skittles ad features a mainly monochrome design, aligning itself with minimalist aesthetics. Instead of the typical colorful imagery associated with the brand, this ad uses bold black and white fonts on a white background. It presents a letter addressed to 'Pride in London,' explaining its decision to forgo its famous rainbow colors in support of the greater cause of LGBTQ+ Pride. It emphasizes inclusivity, support, and celebrates the community by stepping back to let Pride have the rainbow. The ad is distinctly different from regular advertisements which focus on selling the product, focusing instead on a representation of solidarity with Pride. The decision to remove color from Skittles signifies giving the rainbow to the Pride celebration.