Doritos One Kiss One Donation Ñemurãhai Digital rehegua Ñemomarandu by Dennis Furniss

Doritos One Kiss One Donation Ñemurãhai Digital rehegua Ñemomarandu by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Itaju in Ñemomarandu Jejapo Competition Category.

ItajuÑemomarandu· 2021

Doritos One Kiss One Donation Ñemurãhai Digital rehegua Ñemomarandu

by Dennis Furniss

Client: Doritos

A' Design Award Itaju Winner in Ñemomarandu 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 Ñemurãhai Digital rehegua Ñemomarandu

Peteĩ Ñehetũ, Peteĩ Mba'e'ẽme'ẽ ha'e peteĩ ñemurãhai digital rehegua ñemomarandu ojejapova'ekue Doritos-pe g̃uarã oipytyvõ hag̃ua LGBTQ aty guasu. Ko ñemomarandu ohenói yvypórape omoherakuã hag̃ua ta'anga ohechaukáva ohetũha iñangirũ, hogayguakuéra ha hembiayhukuérape. Peteĩteĩ ñehetũ oñemoherakuãva'ekue ojejapo chugui peteĩ pirapire me'ẽ upe aty guasúpe g̃uarã. Ko ñemomarandu ojegueraha televisión rupive, red social rupive, canal online rupive ha tembiapo oguerekóva marca réra rupive. Oñemomýi mokõi jasy pukukue México ha Brasil-pe ha ohupyty ñembohovái oútava yvy tuichakue javeve. Hembipota ha'e ojoaju hag̃ua yvypórape peteĩ ára ojejeíva ojuehegui aja.

The Recognition

About the A' Design Award Itaju

Doritos One Kiss One Donation Ñemurãhai Digital rehegua Ñemomarandu ohupyty A' Design Award Itaju, peteĩ ñehechakuaa heta prestigioso oñeme'ẽva diseño primera clase, maravilloso ha sobresaliente-pe. Umi ganador Itaju ha'e creación heta innovador, visionario ha glamoroso ohesape'ỹva ohechaukáva genio, sabiduría ha habilidad umi diseñador-pe. Oñeha'ãrõ Doritos One Kiss One Donation Ñemurãhai Digital rehegua Ñemomarandu ha'eha peteĩ invento ojehechakuaavéva, tendencia omoĩva ha monumental ome'ẽva valor ndojehecháiva. Ko diseño ohupytýva A' Design Award Itaju ha'e proyecto espectacular ha respetado ohepyme'ẽva heta ha ombohasáva límite arte, ciencia, diseño ha tecnología rehegua. Doritos One Kiss One Donation Ñemurãhai Digital rehegua Ñemomarandu omoheñói sentimiento ipotapy mbarete, omokyre'ỹ pasión, ombokyre'ỹ creatividad ha ñanemombyasy.

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