The Gaming Flute
Skittles
TBWA\Chiat\Day Chicago
Overview
A real, concert-hall classical flute is transformed into a fully functional (and difficult) way to play video games.
The Challenge
To win Gen-Z attention in a crowded category, Skittles needed to disrupt Gen-Z culture with a dose of Skittles absurdity. Our inspiration was found in the Challenge Gaming Community, where folks play video games by their own rules. Delightful weirdos playing Elden Ring with dance pads or attempting insane speed runs of entire games.
So Skittles set out to help challenge gamers double-down on nonsensical gaming by making the most absurd (i.e. most Skittles) gaming challenge of all time.
The Solution
Enter The Skittles Gaming Flute: a real, classical flute turned into a real, game controller. It’s perfectly dumb and incredibly hard, requiring real flute playing to play the game.
To bring it to life, we gave a celebrated challenge gamer the flute and 72 hours to beat five gaming challenges, with every second live-streamed on Twitch. The best part? He’d never touched a flute in his life.
