Doritos One Kiss One Donation Digital reklamekampagne by Dennis Furniss

Doritos One Kiss One Donation Digital reklamekampagne by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award i Guld in Reklame, Marketing og Kommunikationsdesign Competition Category.

GuldReklame· 2021

Doritos One Kiss One Donation Digital reklamekampagne

by Dennis Furniss

Client: Doritos

A' Design Award i Guld Winner in Reklame Category

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Verified Award Winner
Verify Award Status for #122993

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Colors

The Design

About Doritos One Kiss One Donation Digital reklamekampagne

One Kiss, One Donation er en digital reklamekampagne skabt for Doritos til støtte for LGBTQ-fællesskabet. Kampagnen inviterede folk til at dele billeder af sig selv, hvor de giver et kys til venner, familie og deres kære. Hvert delt kys blev omdannet til en økonomisk donation til fællesskabet. Kampagnen blev udrullet på tv, sociale medier, onlinekanaler og gennem brandede aktiveringer. Den var aktiv i to måneder i Mexico og Brasilien og modtog reaktioner fra hele verden. Målet var at forbinde mennesker i en tid med social afstand.

The Recognition

About the A' Design Award i Guld

Doritos One Kiss One Donation Digital reklamekampagne er vinder af A' Design Award i Guld, en uhyre prestigefyldt anerkendelse, der tildeles førsteklasses, vidunderlige og fremragende designs. Guldvinderne er yderst innovative, højt visionære og glamourøst blændende skabelser, der afspejler deres designeres geni, visdom og dygtighed. Doritos One Kiss One Donation Digital reklamekampagne forventes at være en højt rost, trendsættende og monumental opfindelse, der leverer hidtil uset værdi. Dette design, der har vundet A' Design Award i Guld, er et spektakulært, respekteret projekt, som i høj grad gavner og flytter grænserne for kunst, videnskab, design og teknologi. Doritos One Kiss One Donation Digital reklamekampagne skaber intense følelser af begær, vækker passion, opmuntrer kreativitet og fascinerer os.

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