Gold Advertising, Marketing and Communication Design · 2021
Doritos One Kiss One Donation Digital Campaign
- A' Design Award 2021 Gold Winner in Advertising, Marketing and Communication Design
- Awarded April 15, 2021
- CLIENT: Doritos
- Estimated Number of Design Views: 97,079
- Verification code F4CEE859F5 · Verify this award
About Doritos One Kiss One Donation Digital Campaign
One Kiss, One Donation is a digital advertising campaign created for Doritos in support of the LGBTQ community. The campaign invited people to share photos of themselves giving a kiss to friends, family and loved ones. Each shared kiss was converted into a financial donation to the community. The campaign was carried across television, social media, online channels and branded activations. It was activated for two months in Mexico and Brazil and received responses from around the world. The goal was to connect people during a time of social distancing.
This digital campaign by Dennis Furniss exemplifies the sophisticated visual strategies employed in contemporary charitable communication design, where the intersection of brand identity, social messaging, and aesthetic innovation creates compelling visual narratives that resonate across digital platforms. The work demonstrates masterful command of color theory, deploying the full prismatic spectrum in horizontal band configurations that have become culturally associated with celebration, diversity, and inclusive values within contemporary visual culture. The fragmented lip motif serves as a particularly ingenious visual device, transforming a universal symbol of affection and connection into a mosaic of chromatic celebration, suggesting that expressions of love transcend singular identities and encompass the full spectrum of human experience. The typography selections reveal thoughtful consideration of legibility and emotional impact, with bold sans-serif letterforms providing clear communication while their rainbow fills integrate them seamlessly into the broader visual system. The smartphone mockup presentation acknowledges the primary consumption context for such campaigns, creating an authentic representation of how audiences encounter this visual language in their daily digital interactions. The consistent application of the color system across multiple executions demonstrates the campaign's systematic approach to visual identity, each variation maintaining coherent brand recognition while offering sufficient novelty to sustain engagement across multiple touchpoints. The work invites contemplation of how contemporary design practice negotiates the intersection of commercial objectives and meaningful social communication, creating visual experiences that celebrate connection and generosity.
Press Kit
- Unique Properties
- Since 2015, Rainbow Doritos and its proceeds have gone to the It Gets Better Foundation, by consistently supporting equality and diversity Doritos is fully committed to the Rainbow Community under the theme Pride-All-Year. To continue Doritos ongoing support for the community, in 2020 Doritos created One Kiss, One Donation, a breakthrough campaign across TV and digital. Designed to inspire a virtual chain of love and respect the campaign swept across social media and into people's hearts. The underlying concept of the campaign was to inspire people to Kiss in a virtual world in an effort to raise 1 million virtual kisses that could be converted to a financial donation to the community.
- Dimensions & Packaging
- Does not apply
- Tags
- Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,
- Production Technology
- We leveraged a marketing mix of TV, social media, online, branded activations.
- Design Challenge
- Traditionally we have focued on a physical approach that was packaging centric, supported by physical and digital activations. Due to covid, we had to shift gears and create something that was wholly online, the strategy also had generate the same level of interest, excitement, and fundraising. An huge challenge that met and exceeded in terms of the amazing results and global interest.
- Project Duration
- Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.
- Operation Flow
- Enter One Kiss, One Donation. We met our consumers in their universe online. With a cause driven incentive for engagement. When consumers sent photos of themselves giving a kiss to their friends, family and loved ones, we made a donation. The campaign and hashtag spread across social media fueled by our fans and influencers and accelerated by the goodwill that only shared values can buy. We essentially created the fun, the joy and the vibe of a massive pride parade. In a digital experience.
- Research
- Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.
- Inspiration
- Doritos has been raising awareness and celebrating the Rainbow with the LGBTQ community for many years and each year the bar is raised in terms of impact and results. Inspired by the support and generosity of Doritos and the community this year we wanted to make a personal connection between people during a year of social distancing.
- Image Credits
- All images are property of PepsiCo International
Colors of Doritos One Kiss One Donation Digital Campaign
Get Doritos One Kiss One Donation Digital Campaign
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