For several years now, Skittles has given up its iconic rainbow to celebrate Pride, showing support with limited edition products and packaging that is stripped of all colour.
This year, to coincide with the Vancouver Pride Festival beginning on August 2nd, Skittles unveiled an interactive installation to celebrate and support the community. In partnership with Match Marketing Group, the brand is once again giving up its rainbow, this time using it to amplify the voice of the LGBTQ2+ community in attendance at Pride.
Located at the Vancouver PRIDE Gateway in Jim Diva Plaza (1200 Bute St), the Skittles Pride Obelisk is a 3.5-metre-tall sound-activated light tower that amplified the voice of those in attendance. The hexagonal pillar was covered with colourless Skittles and surrounded by three open microphones. Fans were invited to use their voice to ‘unleash the rainbow’ and initiate dynamic light show for all to see.
“For this year’s Vancouver Pride Festival, we set out to do something that would be meaningful and engaging for fans. We also wanted to amplify our Global Pride initiative of spotlighting the only rainbow that matters. We’re here to be part of the celebration, not distract from it–that’s very important to us,” said Yas Ali, brand manager for Skittles Canada.
Situated in the heart of Davie Village, the Skittles Obelisk acted as a beacon for a larger Skittles Pride experience and help funnel festival-goers into the plaza, towards a 10×10 branded street activation. The Skittles and Match team engaged the community with samples and advocated for the various LGBTQ2+ initiatives that the brand is supporting throughout Pride. For instance, Skittles will be sending more than 150 LGBTQ2+ youth to summer programs through Camp Rainbow Phoenix, Camp Out!, and Youth Project.
“Too often, brands approach Pride as a moment instead of a movement,” said Jason Mota, executive creative director at Match Marketing Group. “It’s refreshing to work with a brand that is brave enough to do something so unique as a way to demonstrate their beliefs.”
The Skittles Pride Obelisk was unveiled at the start of the Pride Parade on Friday, August 2nd, and was live for the entire weekend.
Source: Little Black Book