Subverting the Super Bowl Part 1
This was the first campaign after a robust sharpening of the global Skittles compass, brand story, and creative strategy.
With a refined story centered around disruption, a focus on brand action, and no Super Bowl ad for the first time in 3 years; we gave a fairly wide open brief to teams. It was ultimately just another “hack the Super Bowl brief” with a bunch of “ways in” or whatever.
One of those ways in focused on disrupting America’s cultural fascination with the scale of the Super Bowl. You know, like all those articles that talk about the largest collective ‘flush’ happening at half-time. Or…said differently, the very foundation of why this moment is so lucrative for brands: millions of eyeballs giving you their undivided attention for up to 60 seconds.
The resulting premise was simple; while other brands are competing to win the affection of millions, Skittles will try to win the affection of just one…and end up winning the affection of millions in the process. Exclusive the Rainbow was born.
Awards: 10x Cannes Lions (Gold, Silver, Bronze) | 18x London International Awards (Grand, Gold, Silver, Bronze) | 13x Clio Awards (Grand, Gold, Silver, Bronze) | 5x D&AD Pencils (Yellow, Graphite) | 12x One Show (Gold, Silver, Bronze, Merit) | Andy Awards (Gold)
Role: Strategist (insight development, brief writing, comms. planning, and all the usual strategy things…)
