In a sweet campaign to celebrate this year’s Pride, adam&eveDDB has stripped Skittles of its famous rainbow. Black-and-white packets will be given out to Pride supporters in London this weekend, with a monochrome float forming part of the Pride parade.
The campaign launched in with an open letter addressed to Pride in London, which reads:
“So this is kinda awkward, but we’re just gonna go ahead and address the rainbow-coloured elephant in the room. You have the rainbow … we have the rainbow … and usually that’s just hunky-dory. But this Pride, only one rainbow deserves to be the centre of attention – yours. And we’re not going to be the ones to steal your rainbow thunder, no siree. That’s why this weekend, we’re giving up our rainbow. But don’t worry, we’ll still be there to celebrate every colourful minute with you, we’ll just be completely starkers while we do it. Have a great day, Pride. From Skittles.”
A social media campaign will run online using the hashtag #onerainbow, with an animated version of the ad created for Facebook and Twitter. It’s a fun campaign and a clever twist on the usual gesture of adopting a rainbow in support of Pride celebrations.
Via Creative Review.