Doritos One Kiss One Donation Digitalna oglašivačka kampanja by Dennis Furniss

Doritos One Kiss One Donation Digitalna oglašivačka kampanja by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Zlatna nagrada A' Design Award in Oglašavanje, Marketing i Komunikacija Competition Category.

ZlatoOglašavanje· 2021

Doritos One Kiss One Donation Digitalna oglašivačka kampanja

by Dennis Furniss

Client: Doritos

Zlatna nagrada A' Design Award Winner in Oglašavanje Category

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Verified Award Winner

Verify Award Status for #122993

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Colors

The Design

About Doritos One Kiss One Donation Digitalna oglašivačka kampanja

One Kiss, One Donation digitalna je oglašivačka kampanja stvorena za Doritos kao podrška LGBTQ zajednici. Kampanja je pozivala ljude da podijele fotografije na kojima daju poljubac prijateljima, obitelji i voljenim osobama. Svaki podijeljeni poljubac pretvoren je u financijsku donaciju zajednici. Kampanja je provedena putem televizije, društvenih mreža, online kanala i brendiranih aktivacija. Bila je aktivna dva mjeseca u Meksiku i Brazilu te je primila odgovore iz cijeloga svijeta. Cilj je bio povezati ljude u vrijeme socijalnog distanciranja.

The Recognition

About the Zlatna nagrada A' Design Award

Doritos One Kiss One Donation Digitalna oglašivačka kampanja je pobjednik Zlatne nagrade A' Design Award, iznimno prestižnog priznanja koje se dodjeljuje prvorazrednim, čudesnim i izvanrednim dizajnima. Zlatni pobjednici iznimno su inovativne, vrlo vizionarske i blistavo zasljepljujuće kreacije koje odražavaju genij, mudrost i umijeće svojih dizajnera. Očekuje se da Doritos One Kiss One Donation Digitalna oglašivačka kampanja bude vrlo hvaljen, trendovski i monumentalan izum koji pruža dosad neviđenu vrijednost. Ovaj dizajn koji je osvojio Zlatnu nagradu A' Design Award spektakularan je, cijenjen projekt koji izuzetno koristi i pomiče granice umjetnosti, znanosti, dizajna i tehnologije. Doritos One Kiss One Donation Digitalna oglašivačka kampanja stvara snažne osjećaje želje, budi strast, potiče kreativnost i fascinira nas.

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