PROJECT: CONNECT THE RAINBOW
Skittles research uncovered a few interesting facts:
First, not everyone knows that Skittles are fruit flavored.
Second, Skittles loyalists have favorite flavors and they feel a kinship with like-flavored friends.
Third, a full-grown giraffe eats 100 pounds of leaves a day. (The last one didn’t really help us at all, but is interesting nonetheless.)
So, while Skittles asked for 3 print ads, we delivered much, much more with “Skittles Connect” — a program designed to amplify the
fruit-flavored message by fostering favorite flavor connections. Each of the five flavors was given its own flavor ambassador character with a different way to connect. And not just meaningless advertising connections like tweets and Facebook likes. We’re talking intimate, old-school connections like phone calls, faxes, letter-writing, playing video games and even psychic brain waves.
The campaign was featured in the 2015 Photo annual of Creative Review.
This video explains the whole thing.