Skittles wanted to celebrate Pride in an authentic way that gave back to the community. Through smart use of social and partnerships, we created a campaign that got people talking and gave the community a way to get involved.

Previous Skittles Pride campaigns have seen the brand ditch its traditional rainbow packaging for a black-and-white look in recognition of the significance of the rainbow symbol to Pride. This year, Skittles wanted to go further and give back to the community. So, we ‘gave their rainbow’ to recolour four LBGTQ+ black and white images taken in the 1970s and 1980s in an attempt to shine a light on issues raised then, being brought to life today.

Working in collaboration with Gay Times, Switchboard and Queer Britain, we created content that showcased our recoloured images, including interactive ‘tap to colour’ assets and called on viewers to submit their own black and white archive photos from historical LGBTQ+ marches and events to be restored to colour, with the resulting images (as well as those featured in the campaign) being donated to Queer Britain, a charity working to establish the UK's first national LGBTQ+ museum.