Oro Pubblicità · 2021
Doritos One Kiss One Donation Campagna pubblicitaria digitale
- A' Design Award d'Oro 2021 in Pubblicità
- CLIENT: Doritos
- Estimated Number of Design Views: 97,375
- Verification code F4CEE859F5 · Verify this award
Colors
About Doritos One Kiss One Donation Campagna pubblicitaria digitale
One Kiss, One Donation è una campagna pubblicitaria digitale ideata per Doritos a sostegno della comunità LGBTQ. La campagna invitava le persone a condividere foto in cui davano un bacio ad amici, familiari e persone care. Ogni bacio condiviso veniva convertito in una donazione economica a favore della comunità. La campagna è stata veicolata attraverso la televisione, i social media, i canali online e attivazioni di marca. È stata attivata per due mesi in Messico e Brasile e ha ricevuto risposte da tutto il mondo. L'obiettivo era mettere in connessione le persone in un periodo di distanziamento sociale.
About the A' Design Award d'Oro
Doritos One Kiss One Donation Campagna pubblicitaria digitale ha vinto l'A' Design Award d'Oro, un riconoscimento immensamente prestigioso conferito a design di primissima qualità, meravigliosi e straordinari. I vincitori d'Oro sono creazioni estremamente innovative, visionarie e di un fascino abbagliante che riflettono il genio, la saggezza e l'abilità dei loro designer. Ci si aspetta che Doritos One Kiss One Donation Campagna pubblicitaria digitale sia un'invenzione molto elogiata, all'avanguardia e monumentale che offre un valore senza precedenti. Questo design vincitore dell'A' Design Award d'Oro è un progetto spettacolare e rispettato che giova grandemente ai confini dell'arte, della scienza, del design e della tecnologia e li fa avanzare. Doritos One Kiss One Donation Campagna pubblicitaria digitale crea intensi sentimenti di desiderio, risveglia la passione, incoraggia la creatività e ci affascina.
Press Kit
- 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.
- Image Credits
- All images are property of PepsiCo International
