Doritos One Kiss One Donation Kev Tshaj Tawm Xov Xwm Digital los ntawm Dennis Furniss

Qhov qauv tsim Doritos One Kiss One Donation Kev Tshaj Tawm Xov Xwm Digital los ntawm Dennis Furniss yog tus yeej muaj nqis heev ntawm qhov khoom plig 2021 A' Design Award Kub hauv Pawg Sib Tw Tsim Kev Tshaj Tawm, Kev Lag Luam thiab Kev Sib Txuas Lus.

KubKev Tshaj Tawm· 2021

Doritos One Kiss One Donation Kev Tshaj Tawm Xov Xwm Digital

los ntawm Dennis Furniss

Tus Neeg Siv: Doritos

Tus Yeej A' Design Award Kub hauv Pawg Kev Tshaj Tawm

98,262

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #122993

Mus Saib Lub Vev Xaib Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Doritos One Kiss One Donation Kev Tshaj Tawm Xov Xwm Digital

Ib Lub Hnia, Ib Qho Kev Pub Dawb yog ib qhov kev tshaj tawm xov xwm digital uas tsim rau Doritos los txhawb nqa cov zej zog LGBTQ. Qhov kev tshaj tawm no caw tib neeg los qhia lawv cov duab uas lawv hnia rau cov phooj ywg, tsev neeg thiab cov neeg lawv hlub. Txhua lub hnia uas raug qhia tawm raug hloov mus ua ib qho nyiaj pub dawb rau lub zej zog. Qhov kev tshaj tawm no raug nthuav tawm hauv xov tooj cua televisions, social media, cov channel online thiab cov kev ua ub no ntawm lub npe khoom lag luam. Nws raug siv tau ob lub hlis nyob rau tebchaws Mexico thiab Brazil thiab tau txais cov lus teb los ntawm thoob plaws ntiaj teb. Lub hom phiaj yog los txuas tib neeg ua ke rau lub sijhawm uas muaj kev nyob sib nrug deb ntawm zej zog.

Qhov Lees Paub

Txog A' Design Award Kub

Doritos One Kiss One Donation Kev Tshaj Tawm Xov Xwm Digital yog tus yeej ntawm A' Design Award Kub, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim qib ib, zoo kawg nkaus thiab tshwj xeeb. Cov neeg yeej Kub yog cov khoom tsim tshiab heev, pom deb heev thiab ci ntsa iab uas qhia txog kev txawj ntse, kev txawj thiab lub zog ntawm cov kws tsim qauv. Doritos One Kiss One Donation Kev Tshaj Tawm Xov Xwm Digital xav tias yuav yog ib qho kev tsim uas tau txais kev qhuas ntau, tsim kev nyiam tshiab thiab loj uas ua rau muaj nqi tsis tau muaj dua. Cov qauv tsim yeej A' Design Award Kub no yog ib qho haujlwm zoo kawg nkaus thiab muaj kev hwm uas pab tau ntau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Doritos One Kiss One Donation Kev Tshaj Tawm Xov Xwm Digital ua rau muaj kev xav tau heev, txhawb kev mob siab, txhawb kev tsim tshiab thiab ua rau peb xav tsis thoob.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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.
Qhov Loj & Ntim: Does not apply
Cov Ntsiab Lus: Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,
Thev Naus Laus Zis Tsim Khoom: We leveraged a marketing mix of TV, social media, online, branded activations.
Kev Sib Tw Tsim Qauv: 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.
Kev Tshawb Fawb: Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.
Txheej Txheem Ua Hauj Lwm: 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.
Cov Tswv Cuab Pab: BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)
Kev Qhuas Duab: All images are property of PepsiCo International