Oct 14, 2009

Skittles | Infinite Rainbow | China

Confectionery brand Skittles has unleashed an online campaign through portal QQ which aims to change the mundane daily routines of teenagers in China.

Chinese children are stuck in mundane, routine chores everyday, and as part of an integrated project, which involves TV commercials, ad agency TBWAGroupChina is turning ‘boredom’ into limitless imagination.

TBWAAgency.com has created three mini games on the Skittle’s QQ website which will be launched in phases. Leading with the first game of a ‘dance-off’ competition, QQ registered users with the highest scores at the end of the campaign period will win hip gadgets like HP notebooks, iPod Touch and digital cameras. The game turns the ever-dreaded morning exercises into a ‘dance dance revolution’ game format. Players could match on the challenges will unlock different mystery animated characters to join the fun.

“We understand that our consumers have short attention span, and high demand for content. Hence the challenge is really to be able to constantly redefine creativity in ways that they can relate to.,” said Carol Lam, executive creative director at TBWA.

Skittle fans can revisit the television ads aired in China on the website, which depicts stories of teenagers magically turning unpleasant situations include skittle candies.




Credits:
Project Infinite Rainbow
Client Skittles China
Creative agency TBWA Group China
Executive creative director Carol Lam
Creative director Peng Ji
Art directors Leo Wan, Peng Ji, Carol Lam
Copywriters Peng Ji, Leo Wan
Producer Haydn Evans
Digital agency TBWAAgency.com
Creative director Lincoln Damen
Art director Hank Huang
Web designer Bill Wei
Senior flash developer Michael Zhang
Exposure Television, online


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