Skittles is bringing Queer Joy to London as it launches its latest Pride campaign ‘See the Rainbow’, part of its ongoing support and work within the queer community.
Working in collaboration with Gay Times, Queer Britain and Getty Images to bring the free open-air photographic exhibition to London, the sweet brand is shining a light on the rich history of the LGBTQ+ community while also looking towards the future.
“Skittles has been on a journey with our work and allyship of the LGBTQ+ community for almost a decade,” said senior brand manager Ryan Pardo-Roques.
As a long-standing supporter of Pride, the project is just one part of Skittles’ multi-year campaign to support the LGBTQ+ community. For more than half a decade, Skittles has given up its rainbow colours for the month, allowing Pride’s rainbow to take centre stage.
In 2021 Skittles launched a ‘Recolour The Rainbow’ campaign, which saw it re-colour four iconic LGBTQ+ images and restore them to full colour for the first time ever. Last year the brand continued that campaign, calling on the queer community and allies to submit their own photos from Pride’s 50-year history in an effort to fill the gaps in the UK’s LGBTQ+ photography archive.
This year’s activity builds on that ongoing work, helping people to ‘See The Rainbow’ by working to improve LGBTQ+ representation in photography.
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Held at The Outside Art Project, which has turned King’s Cross into one of the largest outdoor gallery spaces in London – Queer Joy will run alongside supporting OOH at key Pride events and social activity across Gay Times’ channels.
The project – which runs until 31 August – shines a light on the unfiltered, queer self-expression that is vital to the LGBTQ+ community by showcasing 50 striking portraits of queer people, captured by emerging LGBTQ+ photographers.
The images explore the concept of Queer Joy – which it describes as “the deep happiness that brings warmth and purpose to queer lives” – while also filling in gaps left by LGBTQ+ images which have been omitted or erased in the past and ensuring the archives of tomorrow better represent the UK’s vibrant and dynamic LGBTQ+ community.
The OOH will be live across London, Brighton and Manchester Pride events via adbikes, digivans and digital screens.
“The impact and growth of this activity would not have been possible without our amazing partners whose counsel and insight into the community has helped us remain authentic and use our brand platform for good and action,” said Pardo-Roques.
“As we enter Pride month, we’re bound to see brands use this moment to speak to the LGBTQ+ community but it’s important to ensure this is backed by credible partnerships, action and extends all year round.”
Gay Times executive creative director Josh Fletcher said the campaign was able to achieve impactful results because of the “genuine partnership based on mutual trust and respect”.
“See The Rainbow has been developed closely with the various partners involved in the project, creating new opportunities for emerging creatives while solving a genuine community issue,” he continued.
“Skittles is uniquely placed to spread a message of positivity and joy during a difficult time for the LGBTQ+ community so it’s incredible to See The Rainbow in such various ways that truly represent the multi-faced people within our community.”
