To celebrate Pride Month, Skittles traditionally gives up their iconic rainbow to spotlight the only one that matters. With a footprint at the 2019 Pride Parade in Vancouver + Toronto, we leveraged their global positioning to create local experiences that were meaningful and memorable.
To achieve this in Vancouver, we worked with local vendors to craft The Skittles Pride Obelisk: a 3.5-metre-tall sound-activated light tower that amplifies the voice of participants for everyone to hear. When not in use, the Skittles lentils remain completely colourless to replicate the limited edition Skittles Pride product/package. Using one of three open microphones, fans were invited to use their voice to Unleash The Rainbow, which initiated a dynamic light show for all in attendance to see. From poetry, to performances, we saw our fans celebrate the way they wanted to.
Continuing our theme in Toronto, we created an interactive, 6-foot tall, colourless Skittles Pride lentil. To ensure we kept the conversation centred around the LGBTQ+ community and initiatives, we connected our gigantic lentil to social media and programmed it to respond only when #PRIDE was used in the immediate area. Every time fans used the hashtag on social, they would Unleash The Rainbow and a light show would commence. At night, the lentil was stored in the entrance of the flagship Loblaws store on Church St., ensuring fans could participate at all times!
For Pride, Skittles also showed support for the LGBTQ2+ communities across the country by partnering with three LGBTQ2+ summer camp programs. Through this initiative, they sent more than 150 Canadian youth to a place where they’re be celebrated for who they are and experience a summer camp they’ll never forget. The camps included Camp Rainbow Phoenix in Ontario, British Columbia’s CampOUT and the Youth Project in Nova Scotia.