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Category
Consumer - Experiential Advertising / Events & Competitions
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.
2016 Awards
Total Points: 5
Merit
Credits
Agency
BBDO / Toronto
PR / Marketing Agency
Harbinger / Toronto
Production Company
Creative Soul / Toronto
Art Director
Mike Schonberger
Creative Director
Chris Booth
Joel Pylypiw
Director
Matt Eastman
Executive Creative Director
Todd Mackie
Denise Rossetto
Producer
Evan Landry
Writer
Matt Hubbard
Agency Producer
Terry Kavanagh
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