Doritos One Kiss One Donation Mkpọsa Mgbasa Ozi Dijitalụ by Dennis Furniss

Doritos One Kiss One Donation Mkpọsa Mgbasa Ozi Dijitalụ by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Ihe Nrite A' Design Award nke Ọlaedo in Nhazi Mgbasa Ozi Azụmaahịa, Ahịa na Nkwurịta Okwu Competition Category.

ỌlaedoMgbasa Ozi Azụmaahịa· 2021

Doritos One Kiss One Donation Mkpọsa Mgbasa Ozi Dijitalụ

by Dennis Furniss

Client: Doritos

Ihe Nrite A' Design Award nke Ọlaedo Winner in Mgbasa Ozi Azụmaahịa Category

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The Design

About Doritos One Kiss One Donation Mkpọsa Mgbasa Ozi Dijitalụ

Otu Nsusu Ọnụ, Otu Onyinye bụ mkpọsa mgbasa ozi dijitalụ e mepụtara maka Doritos iji kwado ndị otu LGBTQ. Mkpọsa ahụ kpọrọ ndị mmadụ òkù ka ha kesaa foto onwe ha ka ha na-esusu ndị enyi, ndị ezinụlọ na ndị ha hụrụ n'anya ọnụ. A gbanwere nsusu ọnụ ọ bụla e kesara ka ọ bụrụ onyinye ego e nyere obodo ahụ. E mere mkpọsa ahụ na telivishọn, mgbasa ozi ọha, ụzọ ịntanetị na mmemme ndị e ji aha akara ngosi mee. Ọ gara n'ihu ruo ọnwa abụọ na Mexico na Brazil ma nweta nzaghachi si n'akụkụ ụwa niile. Ebumnobi ya bụ ijikọta ndị mmadụ n'oge ịnọpụ iche na mmekọrịta mmadụ na ibe ya.

The Recognition

About the Ihe Nrite A' Design Award nke Ọlaedo

Doritos One Kiss One Donation Mkpọsa Mgbasa Ozi Dijitalụ meriri A' Design Award nke Ọlaedo, nnabata dị oke ugwu e nyere design ndị dị n'ọkwa mbụ, dị ịtụnanya ma pụtara ìhè. Ndị meriri na Ọlaedo bụ ihe e kere eke dị oke ọhụrụ, nwere ọhụụ ma na-egbu maramara nke na-egosipụta ọgụgụ isi, amamihe na nka nke ndị designer ha. A na-atụ anya na Doritos One Kiss One Donation Mkpọsa Mgbasa Ozi Dijitalụ ga-abụ ihe e mepụtara kacha enweta otuto, na-edu ọnọdụ ma bụrụ ihe ncheta nke na-enye uru na-adịbeghị mgbe ọ bụla. Design a meriri A' Design Award nke Ọlaedo bụ ọrụ dị ebube, a na-asọpụrụ nke na-erite uru buru ibu ma na-ebuga oke nka, sayensị, design na teknụzụ n'ihu. Doritos One Kiss One Donation Mkpọsa Mgbasa Ozi Dijitalụ na-eweta mmetụta ọchịchọ siri ike, na-akpali agụụ, na-akwado nzụlite ihe ma na-adọrọ anyị adọrọ.

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