Doritos One Kiss One Donation Campaña de Publicidade Dixital by Dennis Furniss

Doritos One Kiss One Donation Campaña de Publicidade Dixital by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award de Ouro in Deseño de Publicidade, Márketing e Comunicación Competition Category.

OuroPublicidade· 2021

Doritos One Kiss One Donation Campaña de Publicidade Dixital

by Dennis Furniss

Client: Doritos

A' Design Award de Ouro Winner in Publicidade Category

97,375
Verified Award Winner
Verify Award Status for #122993

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Colors

The Design

About Doritos One Kiss One Donation Campaña de Publicidade Dixital

One Kiss, One Donation é unha campaña de publicidade dixital creada para Doritos en apoio á comunidade LGBTQ. A campaña convidaba á xente a compartir fotos de si mesmos dando un bico a amigos, familiares e seres queridos. Cada bico compartido convertíase nunha doazón económica para a comunidade. A campaña difundiuse a través da televisión, as redes sociais, as canles en liña e activacións de marca. Estivo activa durante dous meses en México e Brasil e recibiu respostas de todo o mundo. O obxectivo era conectar á xente durante un tempo de distanciamento social.

The Recognition

About the A' Design Award de Ouro

Doritos One Kiss One Donation Campaña de Publicidade Dixital gañou o A' Design Award de Ouro, un recoñecemento inmensamente prestixioso outorgado a deseños de primeira clase, marabillosos e sobresaíntes. Os gañadores Ouro son creacións sumamente innovadoras, visionarias e glamurosamente deslumbrantes que reflicten o xenio, a sabedoría e a destreza dos seus deseñadores. Espérase que Doritos One Kiss One Donation Campaña de Publicidade Dixital sexa unha invención moi eloxiada, pioneira e monumental que ofrece un valor sen precedentes. Este deseño gañador do A' Design Award de Ouro é un proxecto espectacular e respectado que beneficia moito a arte, a ciencia, o deseño e a tecnoloxía e fai avanzar os seus límites. Doritos One Kiss One Donation Campaña de Publicidade Dixital crea intensos sentimentos de desexo, esperta a paixón, anima a creatividade e fascina.

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