Doritos One Kiss One Donation Дигитална рекламна кампания by Dennis Furniss

Doritos One Kiss One Donation Дигитална рекламна кампания by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Златна награда A' Design Award in Дизайн на реклама, маркетинг и комуникация Competition Category.

ЗлатоРеклама· 2021

Doritos One Kiss One Donation Дигитална рекламна кампания

by Dennis Furniss

Client: Doritos

Златна награда A' Design Award Winner in Реклама Category

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Colors

The Design

About Doritos One Kiss One Donation Дигитална рекламна кампания

One Kiss, One Donation (Една целувка, едно дарение) е дигитална рекламна кампания, създадена за Doritos в подкрепа на ЛГБТК общността. Кампанията приканваше хората да споделят снимки, на които целуват приятели, семейство и любими хора. Всяка споделена целувка се превръщаше във финансово дарение за общността. Кампанията беше реализирана чрез телевизия, социални медии, онлайн канали и брандирани активации. Тя се проведе в продължение на два месеца в Мексико и Бразилия и получи отзиви от цял свят. Целта беше да свърже хората във време на социална дистанция.

The Recognition

About the Златна награда A' Design Award

Doritos One Kiss One Donation Дигитална рекламна кампания е носител на Златната награда A' Design Award — неимоверно престижно признание, присъждано на първокласни, чудесни и забележителни дизайни. Златните победители са изключително иновативни, силно визионерски и блестящо поразяващи творби, които отразяват гения, мъдростта и майсторството на своите дизайнери. Очаква се Doritos One Kiss One Donation Дигитална рекламна кампания да бъде високо възхвалявано, задаващо тенденции и монументално изобретение, което носи безпрецедентна стойност. Този дизайн, спечелил Златната награда A' Design Award, е впечатляващ, уважаван проект, който силно ползва и разширява границите на изкуството, науката, дизайна и технологиите. Doritos One Kiss One Donation Дигитална рекламна кампания поражда силни чувства на желание, буди страст, насърчава творчеството и ни очарова.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

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.
Team Members: BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)
Image Credits: All images are property of PepsiCo International