Doritos One Kiss One Donation ແຄມເປນໂຄສະນາດິຈິຕອລ by Dennis Furniss

Doritos One Kiss One Donation ແຄມເປນໂຄສະນາດິຈິຕອລ by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award ລະດັບຄຳ in ການອອກແບບການໂຄສະນາ, ການຕະຫຼາດ ແລະ ການສື່ສານ Competition Category.

ຄຳການໂຄສະນາ· 2021

Doritos One Kiss One Donation ແຄມເປນໂຄສະນາດິຈິຕອລ

by Dennis Furniss

Client: Doritos

A' Design Award ລະດັບຄຳ Winner in ການໂຄສະນາ Category

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Colors

The Design

About Doritos One Kiss One Donation ແຄມເປນໂຄສະນາດິຈິຕອລ

One Kiss, One Donation ແມ່ນແຄມເປນໂຄສະນາດິຈິຕອລທີ່ສ້າງຂຶ້ນສຳລັບ Doritos ເພື່ອສະໜັບສະໜູນຊຸມຊົນ LGBTQ. ແຄມເປນນີ້ໄດ້ເຊີນຊວນຜູ້ຄົນໃຫ້ແບ່ງປັນຮູບພາບຂອງຕົນເອງທີ່ກຳລັງຈູບໝູ່ເພື່ອນ, ຄອບຄົວ ແລະ ຄົນທີ່ຮັກ. ການຈູບແຕ່ລະຄັ້ງທີ່ຖືກແບ່ງປັນຈະຖືກປ່ຽນເປັນການບໍລິຈາກເງິນໃຫ້ແກ່ຊຸມຊົນ. ແຄມເປນນີ້ໄດ້ດຳເນີນຜ່ານໂທລະທັດ, ສື່ສັງຄົມອອນລາຍ, ຊ່ອງທາງອອນລາຍ ແລະ ກິດຈະກຳສົ່ງເສີມແບຣນ. ມັນໄດ້ຖືກເປີດຕົວເປັນເວລາສອງເດືອນຢູ່ປະເທດເມັກຊິໂກ ແລະ ບຣາຊິນ ແລະ ໄດ້ຮັບການຕອບຮັບຈາກທົ່ວໂລກ. ເປົ້າໝາຍແມ່ນເພື່ອເຊື່ອມຕໍ່ຜູ້ຄົນໃນຊ່ວງເວລາຂອງການຮັກສາໄລຍະຫ່າງທາງສັງຄົມ.

The Recognition

About the A' Design Award ລະດັບຄຳ

Doritos One Kiss One Donation ແຄມເປນໂຄສະນາດິຈິຕອລ ແມ່ນຜູ້ຊະນະ A' Design Award ລະດັບຄຳ ເຊິ່ງເປັນການຍອມຮັບທີ່ມີກຽດສູງສຳລັບການອອກແບບຊັ້ນນຳ ທີ່ອັດສະຈັນ ແລະ ໂດດເດັ່ນ. ຜູ້ຊະນະລະດັບຄຳແມ່ນຜົນງານທີ່ມີນະວັດຕະກຳສູງ ມີວິໄສທັດ ແລະ ເຈີດຈ້າງົດງາມ ທີ່ສະທ້ອນພອນສະຫວັນ ປັນຍາ ແລະ ຄວາມຊຳນານຂອງຜູ້ອອກແບບ. Doritos One Kiss One Donation ແຄມເປນໂຄສະນາດິຈິຕອລ ຖືກຄາດວ່າຈະເປັນການປະດິດທີ່ໄດ້ຮັບການຍ້ອງຍໍສູງ ສ້າງແນວໂນ້ມ ແລະ ມອບຄຸນຄ່າທີ່ບໍ່ເຄີຍມີມາກ່ອນ. ການອອກແບບທີ່ຊະນະລະດັບຄຳນີ້ແມ່ນໂຄງການທີ່ອັດສະຈັນ ແລະ ໄດ້ຮັບການຍົກຍ້ອງ ທີ່ຂະຫຍາຍຂອບເຂດຂອງສິລະປະ ວິທະຍາສາດ ການອອກແບບ ແລະ ເຕັກໂນໂລຊີ. Doritos One Kiss One Donation ແຄມເປນໂຄສະນາດິຈິຕອລ ສ້າງຄວາມປາດຖະໜາທີ່ເຂັ້ມຂຸ້ນ ປຸກຄວາມຫຼົງໄຫຼ ຊຸກຍູ້ຄວາມຄິດສ້າງສັນ ແລະ ດຶງດູດໃຈພວກເຮົາ.

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