Skittles wanted the LGBTQ+ community to be directly involved so Straight Forward Design created a concept to collaborate with artists who identify as part of the community to create original, limited-edition designs, symbolically handing over the pack space and giving them a potent platform on which to communicate their thoughts and feelings about Pride.

Four LGBTQ+ artists were approached to take part, and then presented with the brief: ‘What does the Pride flag mean to you?’ They were free to interpret the question as they wished, the only restrictions being pack dimension and number of colors.

The whole campaign has been delivered with true collaboration at its heart, between client, agencies and artists, in line with the spirit of Pride and Skittles’ inclusive, positive ethos.