How do you get teens to give a damn about Canada Day?
You let them give a dam.
To get teens enthused about Canada day and our new Canadian themed Skittles, we did the only thing that seemed logical – we created an extremely long, extremely WTF video. We turned the iconic Canadian beaver into an ironic Canadian Beaver-man and had him build a beaver dam in real time. Which we then streamed. We also partnered with the David Suzuki Foundation to help raise actual money for actual beaver dams. Damn entertaining stuff for a damn good cause.