“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.”

Of course, it’s opportunistic, but adam&eveDDB’s tone of voice is so right you forgive Skittles for grabbing the spotlight during the Pride in London weekend.

The campaign began with an open letter to Pride

…an animated version of the letter on on Skittles’ Facebook and Twitter pages

…and a rainbow-less Skittles float in the pride parade handing about rainbow-less packs of all white Skittles, OOH ads along the parade route and an online social media campaign using the hashtag #onerainbow.

Credits:

Agency: adam & eve/DDB London

Chief creative officer: Ben Priest

Executive creative directors: Ben Tollett & Richard Brim

Creatives: Matt Fitch & Mark Lewis

Integrated producer: Maebh Kelly

Experiential producer: Emilie Verlander

Managing partner: Fiona McArthur

Account director: Britt Lippett

Head of planning: Jessica Lovell

Design: Stanley’s King Henry

Head of design: Alex Fairman

Media Agency: MediaCom

Content production company: Cain&Abel

Client: Skittles

Vice president marketing: Rankin Carroll

Product marketing manager: Daniell Newell

Brand marketing: Charlotte Kerr