Doritos One Kiss One Donation Kamfen na Tallace-tallace na Dijital by Dennis Furniss

Doritos One Kiss One Donation Kamfen na Tallace-tallace na Dijital by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Kyautar A' Design Award ta Zinariya in Talla Competition Category.

ZinariyaTalla· 2021

Doritos One Kiss One Donation Kamfen na Tallace-tallace na Dijital

by Dennis Furniss

Client: Doritos

Kyautar A' Design Award ta Zinariya Winner in Talla Category

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Colors

The Design

About Doritos One Kiss One Donation Kamfen na Tallace-tallace na Dijital

Sumba Daya, Gudummawa Daya wani kamfen ne na tallace-tallace na dijital da aka kirkira wa Doritos don tallafawa al'ummar LGBTQ. Kamfen din ya gayyaci mutane da su raba hotunansu suna sumbatar abokai, iyalai da masoya. Kowace sumbar da aka raba an mayar da ita zuwa gudummawar kudi ga al'ummar. An gudanar da kamfen din a talabijin, kafofin sada zumunta, tashoshin yanar gizo da kuma ayyukan alamar kasuwanci. An gudanar da shi na tsawon watanni biyu a Mexico da Brazil kuma ya samu martani daga ko'ina cikin duniya. Manufar ita ce hada mutane a lokacin nisantar juna a zamantakewa.

The Recognition

About the Kyautar A' Design Award ta Zinariya

Zanen Doritos One Kiss One Donation Kamfen na Tallace-tallace na Dijital ya lashe Kyautar A' Design Award ta Zinariya, wata karramawa mai matuƙar daraja da ake bai wa zane-zane na matakin farko, masu ban mamaki kuma na musamman. Waɗanda suka lashe kyautar Zinariya ƙirƙire-ƙirƙire ne masu sababbin abubuwa sosai, masu hangen nesa kuma masu haske mai ban sha'awa waɗanda ke nuna hazaƙa, hikima da ƙwarewar masu zanensu. Ana sa ran zanen Doritos One Kiss One Donation Kamfen na Tallace-tallace na Dijital ya zama ƙirƙira mai yabo sosai, mai kafa yanayi kuma babba wacce ke kawo ƙima da ba a taɓa ganin irinta ba. Wannan zane da ya lashe Kyautar A' Design Award ta Zinariya aiki ne mai ban mamaki, mai daraja wanda ke amfanar fasaha, kimiyya, zane da fasahar zamani sosai kuma yana kai iyakokinsu gaba. Zanen Doritos One Kiss One Donation Kamfen na Tallace-tallace na Dijital yana haifar da tsananin sha'awa, yana tada soyayya ga aiki, yana ƙarfafa ƙirƙira kuma yana burge mu.

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