Campaign

Skittles Create The Rainbow

the rundown

Every brand is out there during the holiday season and it can be very hard to stand out amongst the holiday clutter. Skittles has a core following of fans that look forward to the brand’s next commercial. We saw an opportunity to deliver something unexpected and rewarding. The idea was to provide them with an outlet to create their own Skittles commercial. Skittles fans are creative, unique people and so we’ve given them the tools to be part of the brand in a way that had never been done before.

The Building Blocks

We were inspired by gaming culture and using technology to develop something that people can use to be creative. As an ad agency, we had to keep reminding ourselves that we were never making an ad. We were making the tools for other people to make ads. It’s a video game version of a commercial maker. What was most exciting about this project is that we didn’t know what people were going to do with it. There were, literally, trillions of permutations of what a commercial would look like.

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The Votes

The Details

Agency

Brand

Skittles

Targeted Regions

North America

Marketing Objective

Build Awareness

Launch Date

Dec. 6, 2012

The Team

BBDO Toronto bbdo.ca
Carlos Moreneo, SVP, Executive Creative Director
Peter Ignazi, SVP, Executive Creative Director
Michael Clowater, Associate Creative Director
Jeff Cheung, Associate Creative Director
Chitty Krishnappa, Group Account Director
Saloni Wadehra, Account Supervisor
Beatrice Bodogh, VP, Head of Broadcast Production
Jeff Vermeersch, Director, Creative Technology
Mark Carpenter, Group Digital Director
Matthwe De Waal, Digital Producer
Julia Mauer, Marketing Manager
Jam3 www.jam3.com
Paolo Vio, Digital Creative Director
Michael Dobell, Digital Producer
Greg Benedetto, Production Coordinator
Mikko Haapoja, Developer
Sunil John, Developer
Rafael Ludwig, Wisual FX & Post Production
Thelonius Films www.theloniousfilms.com/
Matt Eastman, Director
Wrigley Canada www.wrigley.com/
Dan Alvo, Marketing Director
Camille Tan, Brand Manager
Drastic Music www.drasticmusic.com
Skittles

The Stats

32 team members working on this project
42,237 commercials created
139 press mentions

The Results

Our video based toolbox let people build their own Skittles Holiday commercial by choosing dialogue, music, characters, setting and their choice of a Skittles Miracle. They could even include their own name in it.

In just 4 weeks, 365,938 people visited the site, 42,237 people created their own Skittles commercial, 5,749 people shared their commercial on social media and 139 blogs wrote about the site. But just as rewarding was seeing some of the creative ways that people used our toolkit to make spots that we had never even thought of. That made it a success for us.