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Global candy brand Skittles has painted London rainbow with ‘See The Rainbow’, its most recent Pride launch. The 2023 campaign is part of Skittles’ continuous support and partnership with the queer community.
Working with previous-year allies like GAY TIMES, Queer Britain, and Getty Images, ‘See The Rainbow’ features an outdoor photograph exhibition, various social activities, and Out Of House (OOH) activations. Altogether, the initiatives aspire to convey stories of the history of the LGBTQ+ community, empowering current and future representation.
The campaign’s photography exhibition, titled Queer Joy, showcases stunning portraits of people from the queer community. Alongside emerging LGBTQIA+ photographers behind the lenses, the project hopes to shed light on the unfiltered self-expressions of the community.
See The Rainbow with Queer Joy and Skittles
Queer Joy explores the deep happiness that radiates warmth, love, and meaning to queer lives. It also hopes to fill the gaps of LGBTQIA+ representations previously removed or treated as non-existent. Ultimately, this ensures that the archives we see in the future are as diverse, inclusive, and representative of all.
The meaningful portraits will be on display in Pancras Square, Granary Square, and Battlebridge Place as part of the King’s Cross The Outside Art Project. The exhibition will run until 31st August.
King’s Cross will also host a Queer Market on the 9th – 11th of June, presenting crafts and creations made by the queer community. This Canopy Market and Queer Britain collaboration will offer a mix of art, ceramics, jewellery, wine, coffee, and more.
Other ‘See The Rainbow’ OOH initiatives will run across Pride events in London, Brighton, and Manchester through digital screens, digivans, and adbikes. The iconic connecting tunnel between King’s Cross and St. Pancras’ stations will also be painted rainbow, as well as the Esperance Bridge and Granary Square Fountains.
Skittles has been a persistent supporter of Pride, working with LGBTQ+ communities for almost ten years. For over half a decade, the confectionary brand has given up its usual rainbow colours to shine a spotlight on Pride’s rainbow during June instead.
