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ANDY Awards

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

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TitleGive The Rainbow
Agency
Campaign Give The Rainbow
Advertiser Mars, Inc.
Brand Skittles
PostedJune 2017
Business Sector Candies
Media Type Case Study
Length
AI Description The "Give The Rainbow" ad by Skittles focuses on their support for the LGBT+ community, prominently featured in the Pride in London event. The campaign highlights Skittles' decision to remove their trademark rainbow color from their packaging and marketing materials to allow only one rainbow to take center stage during Pride – the rainbow of the LGBT+ flag. The ad shows scenes from the Pride parade with crowds celebrating, waving rainbow flags, and enjoying festivities. The visual and auditory elements capture joy and community spirit, incorporating upbeat music and a vibrant atmosphere. In one noteworthy segment, a Skittles float, devoid of its usual colorful branding, supports the campaign, emphasizing the theme of unity and inclusion. Accompanying text further reinforces the message by stating Skittles' commitment to the cause with phrases like "Giving up our rainbow." The campaign includes various media like digital posters and promotions, resulting in significant public engagement and positive reactions. The ad concludes with scenes of the redesigned Skittles packaging, devoid of color, as a symbol of the brand's dedication to giving the rainbow back to Pride participants.