Skittles: Speak Out at Chinese New Year

Chinese New Year is here again! Whenever this important traditional festival comes around, Chinese people who work and live in different parts of the country or across the world, will try and come back home to reunite with their families. However, while young people look forward to these reunions, they are also worried about being asked embarrassing questions about their lives and loves by their relatives. To address this social phenomenon, Mars Wrigley China launched an integrated campaign via DDB, Guangzhou, to encourage young people to speak out frankly to their relatives and elders. Skittles hoped to build an emotional connection and help people communicate more sincerely and thus enjoy a happy and harmonious Chinese New Year reunion.
The online video featured Yibo Wang, a popular Chinese celebrity who loves dancing and candy. The video shows him in an interesting hip-hop battle with his uncle who is typical of many older Chinese relatives. Many families in China are often only able to come together at the Chinese New Year Spring Festival. However, with so much time apart between the family members, the conversations between the older generation and the youngsters can often be stilted and awkward. Conversations often revolve around questions like, why don’t you have a boyfriend/girlfriend? when do you plan to have a child? how much do you earn each month? Young people often don’t want to talk about these things or give honest answers that may simply upset their elders. But they can’t avoid replying either.