금 광고 · 2021
Doritos One Kiss One Donation 디지털 광고 캠페인
- A' Design Award 금상 2021 in 광고
- CLIENT: Doritos
- Estimated Number of Design Views: 97,375
- Verification code F4CEE859F5 · Verify this award
Colors
About Doritos One Kiss One Donation 디지털 광고 캠페인
'원 키스, 원 도네이션(One Kiss, One Donation)'은 LGBTQ 커뮤니티를 지원하기 위해 도리토스를 위해 제작된 디지털 광고 캠페인이다. 이 캠페인은 사람들에게 친구, 가족, 사랑하는 이들에게 키스하는 모습을 담은 사진을 공유하도록 초대했다. 공유된 키스 한 번은 각각 해당 커뮤니티를 위한 기부금으로 전환되었다. 캠페인은 텔레비전, 소셜 미디어, 온라인 채널 및 브랜드 액티베이션을 통해 전개되었다. 멕시코와 브라질에서 두 달간 진행되었으며 전 세계로부터 반응을 얻었다. 그 목표는 사회적 거리두기의 시기에 사람들을 서로 연결하는 것이었다.
About the A' Design Award 금상
Doritos One Kiss One Donation 디지털 광고 캠페인, 이 작품은 A' Design Award 금상 수상작으로, 일류의 경이롭고 뛰어난 디자인에 수여되는 극히 권위 있는 인정입니다. 금상 수상작은 대단히 혁신적이고 선견지명이 있으며 눈부시게 빛나는 작품으로, 디자이너의 천재성, 지혜, 기량을 반영합니다. Doritos One Kiss One Donation 디지털 광고 캠페인, 이 작품은 가장 높이 평가받는 트렌드 선도적이고 기념비적인 발명품으로서 전례 없는 가치를 제공할 것으로 기대됩니다. 이 금상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 장관을 이루는 존경받는 프로젝트입니다. Doritos One Kiss One Donation 디지털 광고 캠페인, 이 작품은 강렬한 욕망을 불러일으키고 열정을 자아내며 창의성을 북돋우고 매료합니다.
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
