Mars Wrigley

DDB Chicago *Lead Agency

Ari Weiss, Global Chief Creative Officer
Jason Georgen, Senior Producer
Suzanne Koller, Executive Art Producer
John Maxham, Chief Creative Officer
Colin Selikow, Executive Creative Director
Heather Simon, Print Producer
Nathaniel Lawlor, Creative Director/Copywriter
Josh Lenze, Global Brand Lead
Will Eno, Copywriter
Erin Vick, Global Account Director
Ruth Bellotti, Art Director
Jacqueline Hines, Global Account Supervisor
Diane Jackson, Chief Production Officer
Jane Steinhoff, Global Account Executive
Matt Blitz, SVP, Executive Producer
Alec Stern, Director of Music
Josh Drueck, Group Strategy Director
Jonathan Palmer, Senior Strategist
Richard Guest, EVP, Global Business Director
Cristina Rodriguez, Head of Art

ICF Next

MediaCom

Smuggler

The Marketing Arm

How do you capitalize on the reach and salience of the Super Bowl if you can’t buy your way in? This was Skittles’ challenge as it fought to steal attention in the year’s most saturated marketing moment.  Instead of a 30-second ad, the brand made and promoted a 30-minute Broadway musical, subverting the typical media playbook at every turn in the run-up to gameday.  The campaign generated 1.56 Billion earned impressions over 3 weeks – upstaging traditional Super Bowl advertisers, with only a fraction of the paid media investment.