Doritos One Kiss One Donation Kampanya sa Digital nga Pagpanganunsyo by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award nga Bulawan in Disenyo sa Pag-anunsiyo, Pagpamaligya ug Komunikasyon Competition Category.
BulawanPag-anunsiyo· 2021
Doritos One Kiss One Donation Kampanya sa Digital nga Pagpanganunsyo
Client: Doritos
A' Design Award nga Bulawan Winner in Pag-anunsiyo Category
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- Verified Award Winner
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The Design
About Doritos One Kiss One Donation Kampanya sa Digital nga Pagpanganunsyo
Ang One Kiss, One Donation usa ka kampanya sa digital nga pagpanganunsyo nga gihimo alang sa Doritos agig suporta sa komunidad sa LGBTQ. Ang kampanya nagdapit sa mga tawo nga mopaambit og mga litrato nila nga naghatag og halok sa mga higala, pamilya ug mga hinigugma. Ang matag gipaambit nga halok gibalhin ngadto sa usa ka pinansyal nga donasyon alang sa komunidad. Ang kampanya gipahigayon pinaagi sa telebisyon, social media, mga online nga kanal ug mga branded activation. Kini gipalihok sulod sa duha ka bulan sa Mexico ug Brazil ug nakadawat og mga tubag gikan sa tibuok kalibutan. Ang tumong mao ang pagdugtong sa mga tawo sa panahon sa social distancing.
The Recognition
About the A' Design Award nga Bulawan
Doritos One Kiss One Donation Kampanya sa Digital nga Pagpanganunsyo usa ka mananaog sa A' Design Award nga Bulawan, usa ka hilabihan ka prestihiyoso nga pag-ila nga gihatag sa unang-klase, katingalahan, ug bantogan nga mga disenyo. Ang mga mananaog sa Bulawan labihan ka bag-o, daghan og panan-aw, ug nagsidlak nga mga paglalang nga nagpakita sa henyo, kinaadman, ug kahanas sa ilang mga tigdesinyo. Gilauman nga ang Doritos One Kiss One Donation Kampanya sa Digital nga Pagpanganunsyo mahimong labing gidayeg, nagtakda og uso, ug monumental nga imbento nga naghatag og bili nga wala pa makita. Kini nga disenyo nga nakadaog og A' Design Award nga Bulawan usa ka makapahingangha ug gitahod nga proyekto nga labihan ka mapuslanon ug nagpalapad sa mga utlanan sa arte, siyensya, disenyo, ug teknolohiya. Doritos One Kiss One Donation Kampanya sa Digital nga Pagpanganunsyo nagmugna og kusog nga mga pagbati sa kaibog, nagpukaw og kahinam, nagdasig sa pagkamamugnaon, ug nagbihag kanato.
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
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