Doritos One Kiss One Donation Campagne publicitaire numérique by Dennis Furniss

Doritos One Kiss One Donation Campagne publicitaire numérique by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award d'Or in Publicité Competition Category.

OrPublicité· 2021

Doritos One Kiss One Donation Campagne publicitaire numérique

by Dennis Furniss

Client: Doritos

A' Design Award d'Or Winner in Publicité 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 Campagne publicitaire numérique

One Kiss, One Donation (Un baiser, un don) est une campagne publicitaire numérique conçue pour Doritos en soutien à la communauté LGBTQ. La campagne invitait le public à partager des photos d'eux-mêmes en train d'embrasser leurs amis, leur famille et leurs proches. Chaque baiser partagé était converti en don financier au bénéfice de la communauté. La campagne a été déployée à la télévision, sur les réseaux sociaux, sur les canaux en ligne ainsi qu'à travers des activations de marque. Activée pendant deux mois au Mexique et au Brésil, elle a suscité des réactions dans le monde entier. L'objectif était de rapprocher les gens en pleine période de distanciation sociale.

The Recognition

About the A' Design Award d'Or

Doritos One Kiss One Donation Campagne publicitaire numérique est lauréat de l'A' Design Award d'Or, une reconnaissance immensément prestigieuse décernée à des designs de premier ordre, merveilleux et remarquables. Les lauréats Or sont des créations extrêmement innovantes, visionnaires et d'un éclat glamour éblouissant, qui reflètent le génie, la sagesse et la maîtrise de leurs concepteurs. Doritos One Kiss One Donation Campagne publicitaire numérique est censé être une invention très louée, avant-gardiste et monumentale, qui apporte une valeur sans précédent. Ce design lauréat de l'A' Design Award d'Or est un projet spectaculaire et respecté qui sert grandement l'art, la science, le design et la technologie et en repousse les limites. Doritos One Kiss One Donation Campagne publicitaire numérique crée de vifs sentiments de désir, éveille la passion, encourage la créativité et nous fascine.

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