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. 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 partnered with a celebrated challenge gamer to attempt to beat five insanely difficult gaming challenges with The Gaming Flute in 72 hours, every second live streamed on Twitch. The best part? He’d never touched a flute in his life.