The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2016 One Show - Cross-Platform

Skittles Holiday Pawn Shop

Agency BBDO / Toronto

Client Wrigley Canada
BACK TO RESULTS

Annual ID

CP16031M

About the Work

Skittles wanted to be associated with the holidays during a time when traditional candy takes over. Canadians love Skittles. But they don’t always love the gifts they receive during the holidays. So, we gave them a way to trade one for the other. The Skittles Holiday Pawn Shop – a pop-up pawn shop in downtown Toronto – opened on Boxing Day 2015. For 5 days, thousands of customers brought in gifts and holiday items and traded them for Skittles - a grand total of over 52,000 bags. All items collected were donated to Canada’s largest charity. The campaign earned 100 million free media impressions and requests came in from around the world to bring the pawn shop to their city. It was one of Skittles most successful awareness campaigns, and after giving away over 3 million Skittles, their largest mass sampling program ever.