Doritos One Kiss One Donation Publizitate Kanpaina Digitala by Dennis Furniss

Doritos One Kiss One Donation Publizitate Kanpaina Digitala by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Urrezko Saria A' Design Award in Publizitate, Marketing eta Komunikazio Diseinua Competition Category.

UrrePublizitatea· 2021

Doritos One Kiss One Donation Publizitate Kanpaina Digitala

by Dennis Furniss

Client: Doritos

Urrezko Saria A' Design Award Winner in Publizitatea Category

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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 Publizitate Kanpaina Digitala

One Kiss, One Donation Doritos-entzat sortutako publizitate kanpaina digital bat da, LGBTQ komunitatearen alde egina. Kanpainak jendea gonbidatzen zuen lagunei, familiakoei eta maite dituztenei musu bat ematen agertzen ziren argazkiak partekatzera. Partekatutako musu bakoitza komunitatearentzako diru-dohaintza bihurtzen zen. Kanpaina telebistan, sare sozialetan, lineako kanaletan eta marka-aktibazioetan zabaldu zen. Bi hilabetez egon zen aktibo Mexikon eta Brasilen, eta mundu osoko erantzunak jaso zituen. Helburua jendea elkarrekin konektatzea zen, distantzia sozialaren garai batean.

The Recognition

About the Urrezko Saria A' Design Award

Doritos One Kiss One Donation Publizitate Kanpaina Digitala Urrezko Saria A' Design Award irabazlea da, lehen mailako, zoragarriak eta nabarmenak diren diseinuei ematen zaien aitorpen izugarri prestijiotsua. Urre-mailako irabazleak berrikuntzaz beteriko, ikuspegi handiko eta distiraz liluragarriak diren sorkuntzak dira, beren diseinatzaileen genioa, jakituria eta trebetasuna islatzen dutenak. Doritos One Kiss One Donation Publizitate Kanpaina Digitala oso goraipatua, joera-markatzailea eta monumentala den asmakizuna izatea espero da, balio aurrekaririk gabea eskaintzen duena. Urrezko Saria A' Design Award irabazi duen diseinu hau proiektu ikusgarri eta errespetatua da, artearen, zientziaren, diseinuaren eta teknologiaren mugak oso onuragarriro zabaltzen dituena. Doritos One Kiss One Donation Publizitate Kanpaina Digitala desira-sentimendu biziak sortzen dituen, grina pizten duen, sormena bultzatzen duen eta liluratzen gaituen lana da.

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