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.

2023 One Show - Social Media

Apologize the Rainbow

Agency DDB / Chicago + DDB / New York + Mars / Chicago + Picrow / Los Angeles

Client Skittles



Annual ID


About the Work

9 years ago we took away Lime flavor and pissed off a lot of Skittles fans. To finally re-launch Lime flavored Skittles, we decided to use something pretty unusual for a brand - all the online anger and hate directed at us. After all, nothing shows the love for something like the anger when its taken away. So we literally apologized to everyone who ever complained – all 138,880 of them. Individually. Offering personal apologies live on Twitch, on Twitter, on billboards in Times Square and with a post listing every single personal we’d wronged that took over 10 hours to read. And not just an empty apology. We sent everyone free Lime Skittles. Re-launching Lime Skittles by acknowledging our mistake in the most absurdly personal corporate apology ever.

2023 Awards

Total Points: 45



DDB / Chicago
DDB / New York

Client / Brand

Mars / Chicago

Production Company

Picrow / Los Angeles

Chief Creative Officer

Ari Weiss
Rodrigo Jatene

Chief Marketing Officer

Sarah Long


Fatal Farm

Director of Photography

Jeff Powers


Matt Badger

Executive Creative Director

Colin Selikow

Group Creative Director

Paulo Junger
Ross Saunders

Account Supervisor

Vivien Marafko

Chief Executive Officer

Andrea Diquez

Project Manager

Buky Ogunleye

2D Lead/Online

Julio Leon

assistant editor

Tara O'Sullivan

Business Manager

Kathy Cosgrove

Chief strategy Officer

milo chao

Color Assistant

Zoe Rain Lambert

Color Producer

Dan Butler
Laurie Adrianopoli


Bree Brackett

Global Brand Lead

Jasmine Jabbour

Global Business Director

Varsha Kaura

Global Deployment Director

Amanda Krause

Global Head of Brand Content & Media

Rankin Carroll

Global Operations Director

Eli Velez

Global Segment Lead

Frances Gaillard

Global Strategy Director

Josh Drueck

Head Of Production

Matt Blitz

Head of Studio

Brian Winterton


Peter Sprouse

Manager, Brand & Content

Chris Bendeck

Senior Associate Brand Manager, Skittles

Danielle Dos Santos

Senior Manager, Brand & Content

Chanel Gant

Senior Manager, Skittles

Fernando Rodrigues


Alethya Luiselli

Senior VP, Brand & Content

Marissa Beck

Sound Design & Mix

David Axelbaum

Studio Manager

Tom Syoen
Tommy Lombardi


Gretchen Praeger

VFX Producer

Kate Smith

Vice President of Marketing, US Fruit Snacks Portfolio

Justin Hollyn-Taub

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