Skittles — Unleash the Rainbow

For Pride 2019 in Vancouver and Toronto, we created two experiential activations that turned Skittles’ limited-edition Pride packaging into live, participatory moments celebrating LGBTQ2+ communities.

Vancouver Pride — The Skittles Pride Obelisk

We partnered with local vendors to craft a 3.5-metre-tall, sound-activated light tower: The Skittles Pride Obelisk. When idle, the tower was completely colourless, mirroring the limited-edition Skittles Pride product.

Fans used one of three open microphones to Unleash The Rainbow. Every voice triggered a dynamic light show visible to everyone at the event. From poetry to performances, participants celebrated in their own way, making the activation a crowd-driven, interactive centerpiece of Vancouver Pride.

Toronto Pride — Interactive Pride Lentil

Continuing the theme in Toronto, I designed and built a 6-foot-tall colourless Skittles Pride lentil. To keep the focus on LGBTQ+ voices, I programmed the lentil o respond only when #PRIDE was used nearby on social media. Each hashtag initiated a vibrant light show, connecting online and offline communities in real time.

At night, the lentil remained at the entrance of the flagship Loblaws Church St. store, allowing fans to participate anytime and keeping the conversation visible and ongoing throughout Pride.

National Support — Camps for Youth

Skittles extended its Pride support beyond activations by partnering with three LGBTQ2+ summer camps across Canada:

• Camp Rainbow Phoenix (Ontario)

• CampOUT (British Columbia)

• The Youth Project (Nova Scotia)

Through this initiative, over 150 Canadian youth were sent to safe, affirming summer camps, giving them the opportunity to celebrate who they are and create memories that last a lifetime.