Doritos One Kiss One Donation Cifereca Reklama Kampanjo by Dennis Furniss

Doritos One Kiss One Donation Cifereca Reklama Kampanjo by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Ora A' Design Award in Dezajno de Reklamado, Merkatado kaj Komunikado Competition Category.

OroReklamado· 2021

Doritos One Kiss One Donation Cifereca Reklama Kampanjo

by Dennis Furniss

Client: Doritos

Ora A' Design Award Winner in Reklamado Category

97,375

Verified Award Winner

Verify Award Status for #122993

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Doritos One Kiss One Donation Cifereca Reklama Kampanjo

Unu Kiso, Unu Donaco estas cifereca reklama kampanjo kreita por Doritos subtene al la LGBTQ-komunumo. La kampanjo invitis homojn kunhavigi fotojn de si mem donantajn kison al amikoj, familianoj kaj amatoj. Ĉiu kunhavigita kiso estis konvertita en financan donacon al la komunumo. La kampanjo estis disvastigita tra televido, sociaj retejoj, retaj kanaloj kaj markaj aktivigoj. Ĝi estis aktivigita dum du monatoj en Meksiko kaj Brazilo kaj ricevis respondojn el la tuta mondo. La celo estis konekti homojn dum tempo de socia distancigo.

The Recognition

About the Ora A' Design Award

Doritos One Kiss One Donation Cifereca Reklama Kampanjo estas gajninto de la Ora A' Design Award, treege prestiĝa rekono donata al unuaklasaj, mirindaj kaj elstaraj dezajnoj. La Oraj gajnintoj estas treege novigaj, viziecaj kaj glamure miregigaj kreaĵoj, kiuj reflektas la talenton, saĝon kaj lertecon de siaj dezajnistoj. Oni atendas, ke Doritos One Kiss One Donation Cifereca Reklama Kampanjo estu tre laŭdata, tendencdifina kaj monumenta inventaĵo, kiu liveras senprecedencan valoron. Ĉi tiu dezajno gajninta la Oran A' Design Award estas spektakla, estimata projekto, kiu tre profitigas kaj antaŭenigas la limojn de arto, scienco, dezajno kaj teknologio. Doritos One Kiss One Donation Cifereca Reklama Kampanjo kreas intensajn dezirsentojn, vekas pasion, kuraĝigas kreemon kaj fascinas nin.

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