Skittles: CAT by BBDO Toronto for Skittles

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Skittles: CAT

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Industry Candies
Media Film, Digital, Interactive & Mobile
Market Canada
Agency BBDO Toronto
Director Andy Low, Matt Woods
Executive Creative Director Peter Ignazi, Carlos Moreno
Art Director Mike Donaghey
Copywriter Chris Joakim
Producer Dwight Phelps
Account Supervisor Bhreagh Rathbun
Editor Griff Henderson
Production OPC
Released June 2011

Awards

Cannes Lions 2011
Film Lions Internet Film Gold

Credits & Description

3 of 3 Campaign
Type of Entry: Other Film Content
Category: Internet Film
Title: CAT
Advertiser/Client: WRIGLEY
Product/Service: SKITTLES
Entrant Company: BBDO CANADA Toronto, CANADA
Advertising Agency: BBDO CANADA Toronto, CANADA
Executive Creative Director: Carlos Moreno/Peter Ignazi
Art Director: Mike Donaghey
Copywriter: Chris Joakim
Agency Producer: Ann Caverly
Advertiser's Supervisor: Dan Alvo/Laura Amantea/Thomas Tse
Planner: Zach Klein
Account Manager: Chitty Krishnappa
Account Supervisor: Bhreagh Rathbun
Production Company: OPC Toronto, CANADA
2nd Production Company: PROXIMITY CANADA, CANADA
Director: Woods/Low
Producer: Dwight Phelps
Editor: Griff Henderson
Music: Artist/Title: Eggplant
Post Production: Axyz
Other Credits: Online Producer/Amy Miranda - Online Production House/Pixel Pusher
Brief Explanation:
Playing off the success of last year’s Touch the Rainbow TV commercial, we created original online content for the Canadian market that let them actually touch the Rainbow.
“Touch the Rainbow on YouTube” consisted of several online videos that asked people to physically touch their computer screens and watch as their finger plays a starring role in a Skittles commercial. The videos were shot in a way that acknowledges that the finger is there and makes it appear as though the user’s finger has effected the action – even though it (of course) hasn’t.
It’s a playful bridge of interaction between “the real world” and the digital space.
And, it’s also a new way of approaching how we interact with in an interactive medium.
To ensure their success, we seeded the videos to influential bloggers as well as consumers. Within 2 days of being released the videos had almost 2 million views. They were being tweeted about and shared every few seconds. They were picked up by over 800 blogs and the campaign is being picked up by the United States. Please refer to our entry video for complete results.