London brand and packaging design agency Straight Forward Design spearheads a new campaign for Skittles to mark Pride 2019

.For the past two years, Skittles has ‘given up’ its iconic multicolored candies and packaging, "because during Pride only one rainbow matters." Skittles wanted the LGBTQ+ community to be directly involved for 2019. So Straight Forward Design created a concept to collaborate with artists who identify as part of the community to create original, limited-edition designs, symbolically handing over the pack space and giving them a potent platform on which to communicate their thoughts and feelings about Pride.

Four LGBTQ+ artists were approached to take part, and then presented with the brief: ‘What does the Pride flag mean to you?’ They were free to interpret the question as they wished, the only restrictions being pack dimension and number of colors.

Mike Foster, Co-founder and Creative Director of Straight Forward Designs, says: “We were actively looking for ways to create a deeper connection with the LGBTQ+ community when we discovered that artist Thomas Wolski had created a series of works using the ‘rainbowless’ Skittles packs. That got us thinking about working with different artists and creating a collaborative collection.”

The whole campaign has been delivered with true collaboration at its heart, between client, agencies and artists, in line with the spirit of Pride and Skittles’ inclusive, positive ethos. Straight Forward Design developed the limited-edition packaging with LGBTQ+ artists based on the ‘Give the Rainbow’ idea created by adam&eveDDB, who also created the supporting communications that will run across social media and the Pride In London Parade Float. Mediacom are taking charge of the media strategy and execution, and Integer are overseeing below-the-line activation.

Mike Foster adds: “Collaboration has made this project more powerful and enjoyable. By bringing people together we’ve been able to take things to the next level. This isn’t a wallpaper exercise, it’s about involving the LGBTQ+ community to celebrate pride in a truly meaningful, creative way.” Dan Newell, Mars Portfolio Director, says: “The ‘rainbowless’ packs have been a huge success for the past two years, but we wanted something new that reflected the voice and vibrancy of the LGBTQ+ community. Straight Forward Design’s concept and execution involves the community in a way that celebrates Pride and stays true to Skittles’ inclusive, positive brand message.”