Mike Donaghey
Creative Director at R/GA
London, United Kingdom
Campaign Touch
Advertiser Wm Wrigley Jr. Co.
Brand Skittles
Business Sector Corporate Communication
Philosophy Playing off the success of last year’s Touch the Rainbow TV commercial, we created original online content for the Canadian market that let them actually touch the Rainbow. “Touch the Rainbow on YouTube” consisted of several online videos that asked people to physically touch their computer screens and watch as their finger plays a starring role in a Skittles commercial. The videos were shot in a way that acknowledges that the finger is there and makes it appear as though the user’s finger has affected the action – even though it (of course) hasn’t. It’s a playful bridge of interaction between “the real world” and the digital space. And, it’s also a new way of approaching how we interact with in an interactive medium. To ensure their success, we seeded the videos to influential bloggers as well as consumers. Within 2 days of being released the videos had almost 2 million views. They were being tweeted about and shared every few seconds. They were picked up by over 800 blogs and the campaign is being picked up by the United States. Please refer to our entry video for complete results.
Media Type Digital
Production Company
Executive Creative Director
Executive Creative Director
Art Director
Agency Producer
Music, Radio and Sound Design
Account Director

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