Goud Reklame · 2021
Doritos One Kiss One Donation Digitale Advertensieveldtog
- A' Design Award in Goud 2021 in Reklame
- CLIENT: Doritos
- Estimated Number of Design Views: 97,375
- Verification code F4CEE859F5 · Verify this award
Colors
About Doritos One Kiss One Donation Digitale Advertensieveldtog
Een Soen, Een Skenking is 'n digitale advertensieveldtog wat vir Doritos geskep is ter ondersteuning van die LGBTQ-gemeenskap. Die veldtog het mense uitgenooi om foto's te deel waarin hulle 'n soen aan vriende, familie en geliefdes gee. Elke gedeelde soen is omgeskakel in 'n finansiële skenking aan die gemeenskap. Die veldtog is oor televisie, sosiale media, aanlynkanale en handelsmerkaktiverings gevoer. Dit is vir twee maande in Mexiko en Brasilië geaktiveer en het reaksies van regoor die wêreld ontvang. Die doel was om mense te verbind gedurende 'n tyd van sosiale afstand.
About the A' Design Award in Goud
Doritos One Kiss One Donation Digitale Advertensieveldtog is 'n wenner van die A' Design Award in Goud, 'n geweldig prestigieuse erkenning wat toegeken word aan eersteklas-, wonderlike en uitstaande ontwerpe. Wenners in Goud is uiters innoverende, visionêre en glansryk verblindende skeppings wat die vernuf, wysheid en bekwaamheid van hul ontwerpers weerspieël. Daar word verwag dat Doritos One Kiss One Donation Digitale Advertensieveldtog 'n hoogs geprese, tendensskeppende en monumentale uitvinding is wat ongekende waarde lewer. Hierdie ontwerp wat die A' Design Award in Goud gewen het, is 'n skouspelagtige, gerespekteerde projek wat die grense van kuns, wetenskap, ontwerp en tegnologie in hoë mate bevoordeel en uitbrei. Doritos One Kiss One Donation Digitale Advertensieveldtog wek intense gevoelens van begeerte, roep passie op, moedig kreatiwiteit aan en boei ons.
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.
- 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.
- 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.
- Image Credits
- All images are property of PepsiCo International
