Auksinis Reklama · 2021
Doritos One Kiss One Donation Skaitmeninė reklamos kampanija
- Auksinis apdovanojimas A' Design Award 2021 in Reklama
- CLIENT: Doritos
- Estimated Number of Design Views: 97,375
- Verification code F4CEE859F5 · Verify this award
Colors
About Doritos One Kiss One Donation Skaitmeninė reklamos kampanija
„One Kiss, One Donation“ – tai skaitmeninė reklamos kampanija, sukurta „Doritos“ prekės ženklui, palaikant LGBTQ bendruomenę. Kampanija kvietė žmones dalytis nuotraukomis, kuriose jie bučiuoja draugus, šeimos narius ir mylimuosius. Kiekvienas pasidalytas bučinys buvo paverstas finansine parama bendruomenei. Kampanija buvo vykdoma per televiziją, socialinius tinklus, internetinius kanalus ir prekės ženklo renginius. Ji truko du mėnesius Meksikoje ir Brazilijoje bei sulaukė atsiliepimų iš viso pasaulio. Kampanijos tikslas buvo suartinti žmones socialinio atsiribojimo laikotarpiu.
About the Auksinis apdovanojimas A' Design Award
Doritos One Kiss One Donation Skaitmeninė reklamos kampanija laimėjo Auksinį apdovanojimą A' Design Award, itin prestižinį pripažinimą, skiriamą pirmos klasės, nuostabiems ir puikiems dizainams. Aukso laureatai yra labai novatoriški, įžvalgūs ir akinamai žvilgantys kūriniai, atspindintys jų kūrėjų talentą, išmintį ir meistriškumą. Tikimasi, kad Doritos One Kiss One Donation Skaitmeninė reklamos kampanija bus labai giriamas, tendencijas kuriantis ir monumentalus išradimas, teikiantis precedento neturinčią vertę. Šis Auksiniu apdovanojimu įvertintas dizainas yra nuostabus, vertinamas projektas, plečiantis meno, mokslo, dizaino ir technologijų ribas. Doritos One Kiss One Donation Skaitmeninė reklamos kampanija kelia intensyvų troškimą, žadina aistrą, skatina kūrybiškumą ir žavi.
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
