MediaCom Beyond Advertising Canada Wins Cannes Lions Bronze with Skittles Holiday Pawn Shop
It’s never too late to celebrate, and we are very proud of our Canadian friends in team MBA for their success at the Cannes Lions with the Skittles Holiday Pawn Shop.
It all started when Wrigley Canada came across a sad holiday fact; three quarters of Canadians received “bad” or unwanted holiday gifts. What could Skittles do to make the holidays happier?
MediaCom Beyond Advertising Canada, in partnership with Wrigley, BBDO & Harbinger opened up a Skittle’s Pawn Shop at a busy storefront in Toronto’s popular Queen West area. From December 26th – 30th customers were able to bring in their unwanted Christmas presents and trade them in for packs of Skittles! An onsite appraiser Dale the Dealmaker was on hand to tell customers how much their items were worth. Customers that were not able to visit the store were able to get their items appraised online and received a coupon they could use in-store. The excitement continued when customers were joined one day by the popular Canadian YouTube star Lilly Singh (username: iiSuperwomanii) with Lilly’s vlog post The Time I Went to Skittles Heaven reaching over 285,000 views!
Over 52,000 packs of Skittles were given out, resulting is over 13,000 kgs worth of items donated to the Goodwill ReUse Centre in Scarborough.
Head of MediaCom Beyond Advertising, Canada, Jodi Brown said “This project was one of the best examples of inter-agency collaboration I have witnessed and shows what is possible when you combine a solid insight with a good dose of creativity and bring it all to life within a truly connected communication system. It didn’t hurt that our Wrigley client was such a strong advocate for the project and pushed us all to create something exceptional. We are so proud that Skittles Holiday Pawn Shop has won so many awards at home and abroad, culminating with this Cannes win and I can’t wait to share what we’ll be creating next with this fun, irreverent brand.”
Check out the Skittle’s Holiday Pawn Shop site here to see what some users traded in:www.skittlespawn.com
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