'Give the Rainbow' campaign for Skittles wins Gold at Cannes Lions

Last year, Posterscope joined forces with creative agency, Adam & Eve/ DDB, to launch the DOOH aspect for their Skittles campaign, centered around the annual Pride in London celebrations on the 26th June 2016.
Skittles wanted to show support for the LGBT+ community, during Pride London by giving up it’s famous rainbow, making sure Pride’s colourful flag rainbow got all the attention. Renowned for its tagline, “Taste the rainbow”, the brand removed all colour from its packaging and product in June 2016 as a special limited edition homage to Pride month and the LGBT+ community.
The animated OOH campaign played out on loop in LDN, transvision and large format executions at nearly one hundred roadside and National Rail billboards across London stations, DOOH central London sites,  following the Pride parade route, and in Brighton.
Posterscope and Adam & Eve/ DDB have worked together previously, following Adam & Eve/ DDB’s ‘pitch’ win of £100,000 of outdoor media space at Posterscope’s Ad Week session.

Pop up Skittle Store Lets You Pawn Unwanted Gifts For Sweets

I’m sure that the majority of people have received a Christmas present and thought secretly ‘that’s going straight to the charity shop’. It’s become such a social phenomenon Harvey Nicholls even created a Christmas advert that honed in on people’s facial expressions when receiving an unwanted gift.
So it’s no surprise that a brand has created a PR campaign around unwanted Christmas presents.
Wrigley-owned sweet brand Skittles opened a pop-up store in Toronto, Canada from the 26th till the 30th December 2015, allowing visitors to swap unloved Christmas gifts for the sweets.
The ‘Skittles Holiday Pawn Shop’ was situated on Queen Street West and was fronted by a comedy character called Dale the Dealmaker.
The public were encouraged to bring in any gifts that they fancied pawning for Skittles, even those that were not a Christmas present. The store particularly encouraged the swapping of novelty gifts such as Grandma-knitted sweaters and stuffed animals, however branded merchandise, food, drugs, weapons and pictures of your private parts were not accepted – seems reasonable no?
You may be wandering what is Dale’s role in this. Visitors of the pop up store were encouraged to barter with Dale to agree upon how many bags of Skittles their item was worth, ah now you can see the fun side.
Like with the majority of PR stunts, charity is always mixed in to make it more credible to the media/public. All items received by the brand were donated to the Goodwill ReUse centre in Toronto’s Scarborough district.
For those not in the area over the festive season, Skittles launched a digital campaign to accompany the activation. Fans of the brand could head to a dedicated microsite to see how much their unwanted items were worth in Skittles, but never actually received any sweets.
Via: pr examples