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2023 SILVER

Apologize the Rainbow

To revive momentum for Skittles’ core product offering, we focused on a social media subculture obsessed with it – fans of lime Skittles, who had relentlessly voiced their online angst ever since the flavor was swapped for green apple in 2013. To rekindle the Skittles love, we leaned into this social media “hate,” apologizing to every single flavor complainer as we brought back lime for good.By highlighting and finally responding to this over-the-top passion, we helped drive a 7.4% sales lift and the highest core sales in brand history.

Brand: Skittles
Client: Mars Wrigley North America
Agency: DDB Chicago
Language: English

2022 GOLD

Resident Evil Village: The Merchant’s Quest

Resident Evil was launching its eighth main game in the franchise, Resident Evil Village, and wanted to engage fans in an unexpected way. We developed The Merchant’s Quest, a week-long alternate reality game on Reddit that invited players to solve a series of puzzles reminiscent of those in RE Village. To promote the ARG, we used native Reddit tools, including targeted subreddit takeovers and promoted posts. The game achieved a 5/5 Reddit engagement score and a 99% upvote rate, with users interacting 7+ times during the activation.

Brand: Resident Evil Village
Client: Capcom
Agency: Nomadic Agency
Language: English

2022 GOLD

Go For The Handful

Goldfish has been kids’ favorite snack for decades. When Covid hit, on-the-go and school snacking disappeared overnight. Goldfish had to establish itself as a snack that’s not just for kids, but also for adults. We found adults have their own way of eating Goldfish: by the handful. So we challenged people to #GoForTheHandful and show us how many Goldfish can fit in their hand. We partnered with NBA’s biggest hands, Boban Marjanovíc, to get the competition going on TikTok. Result? Goldfish grew HHP, brand consideration and social engagement among 18-34.

Brand: Goldfish
Client: Campbells Soup Company
Agency: Saatchi & Saatchi New York
Language: English