There’s a common misconception that global campaigns won’t work in China. DDB China Group’s Awing Chen joined Mars Wrigley’s Rankin Carrol onstage at the Cannes Lions International Festival of Creativity to tackle this fallacy head on. A highlight on the festival programme, the pair shared the trials, tribulations, and ultimate triumph of Skittles in China’s hugely saturated confectionary market. In partnership with DDB China Group, the brand unpacked the behaviour of China’s Generation Z to leverage culturally relevant creative work navigating China’s fragmented digital ecosystem. Today, Skittles is a must-have snack, and growth continues to soar.

Congratulations Awing on a fantastic session!