TOUCH THE UNTOUCHABLE by BBDO Toronto for Skittles

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TOUCH THE UNTOUCHABLE

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Industry Candies
Media Film
Market Canada
Agency BBDO Toronto
Director Jeff Low
Editor Griff Henderson
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Food and Non-Alcholic Drinks Bronze

Credits & Description

Type of entry: Product & Service
Category: Food and Non-Alcholic Drinks
Advertiser: WRIGLEY CANADA
Product/Service: SKITTLES
Agency: BBDO TORONTO, CANADA
Advertiser WRIGLEY CANADA
Product SKITTLES
Entrant BBDO TORONTO, CANADA
Type of Entry: Product & Service
Category: Food and Non-Alcholic Drinks
Title: TOUCH THE UNTOUCHABLE
Advertiser/Client: WRIGLEY CANADA
Product/Service: SKITTLES
Entrant Company: BBDO TORONTO, CANADA
DM/Advertising Agency: BBDO TORONTO, CANADA

Senior Vice President/Executive Creative Director: Carlos Moreno (BBDO Toronto)
Senior Vice President/Executive Creative Director: Peter Ignazi (BBDO Toronto)
Associate Creative Director/Copywriter: Chris Joakim (BBDO Toronto)
Associate Creative Director/Art Director: Mike Donaghey (BBDO Toronto)
Agency Producer: Jennifer Morrison (BBDO Toronto)
Executive Producer: Harland Weiss/Donovan Boden/Shawn Lacy (OPC / Biscuit Filmworks)
Director: Jeff Low (OPC)
Line Producer: Dwight Phipps (OPC)
Music/Sound: Didier Tovel (Apollo Studios)
Post Production: Brodie McNeill (AXYZ)
Post Production: Scott Hiers (Lunch)
Digital Production: Amy Miranda/Scott Hiers (Lunch / Pixelpusher)
Colour: Jason Zukowski (Notch)
Editor: Griff Henderson (Posterboy Edit)
Visual FX: Erik Holmedal/Therese Kjellin/Leo Wilk (Swiss)
Group Account Director: Chitty Krishnappa (Bbdo Toronto)
Account Executive: Bhreagh Rathbun (Bbdo Toronto)
Director Of Marketing: Dan Alvo (Wrigley Canada)
Marketing Manager: Laura Amantea/Julia Mauer (Wrigley Canada)
Senior Brand Manager: Julie Leighton (Wrigley Canada)

Describe the brief from the client
Skittles fans love new experiences online. So for every campaign it’s important to not just show them a message, but to make them part of it. The Skittles brand operates at the intersection of the real world and the imaginary. In last year’s successful 'Touch the Rainbow' campaign we gave Skittles fans the world’s first non-technological touch technology, which acted as a bridge between the imaginary world and the consumer’s real world. This year we wanted to let people touch things they could never touch before… in more ways than before… We let people 'Touch the Untouchable'.




Describe the creative solution to the brief/objective.



By allowing people to 'touch' characters like a Zombie and a Cyclops in 5 new videos and call the characters using phone numbers found on billboards, we brought the imaginary world to people’s real lives in more ways than ever.

To keep buzz going, another 'Untouchable' character appeared around Easter weekend. The Easter Bunny hid digital Easter eggs inside each video in the form of hidden YouTube annotations. By finding the clues and clicking on objects in the videos, viewers found secret videos and websites that gave character back-stories and special access to interact with the objects they clicked on.




Describe the results in as much detail as possible.



'Touch the Untouchable' was a Canadian focused campaign that so far, has more than tripled the client’s viewership targets. The campaign reached over 1m views in just 2 weeks and was picked up on 843 blogs. We received thousands of Facebook shares and tweets. Plus, there were nearly 200,000 views of the hidden Easter content in the campaign, on-top of the additional views they added to our videos. In total, the campaign generated over 41m earned media impressions.




The Skittles brand operates at the intersection of the real world and the imaginary world of Skittles. So by allowing them to 'touch' the untouchable characters in our videos, call the characters on the phone and engage in a digital Easter egg hunt, we brought the imaginary world of Skittles to their real lives in more ways than ever.