Doritos One Kiss One Donation Fampielezan-kevitra Dokam-barotra Nomerika by Dennis Furniss

Doritos One Kiss One Donation Fampielezan-kevitra Dokam-barotra Nomerika by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Volamena in Famolavolana Dokambarotra, Varotra ary Fifandraisana Competition Category.

VolamenaDokambarotra· 2021

Doritos One Kiss One Donation Fampielezan-kevitra Dokam-barotra Nomerika

by Dennis Furniss

Client: Doritos

A' Design Award Volamena Winner in Dokambarotra Category

97,375

Verified Award Winner

Verify Award Status for #122993

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Doritos One Kiss One Donation Fampielezan-kevitra Dokam-barotra Nomerika

Ny One Kiss, One Donation dia fampielezan-kevitra dokam-barotra nomerika noforonina ho an'ny Doritos ho fanohanana ny vondrom-piarahamonina LGBTQ. Nanasa ny olona hizara sary mampiseho azy ireo manoroka namana, fianakaviana ary olon-tiana io fampielezan-kevitra io. Ny oroka tsirairay nozaraina dia navadika ho fanomezana ara-bola ho an'ny vondrom-piarahamonina. Naparitaka tamin'ny fahitalavitra, ny tambajotra sosialy, ny fantsona an-tserasera ary ny hetsika mitondra marika io fampielezan-kevitra io. Notanterahina nandritra ny roa volana tany Meksika sy Brezila izy io ary nahazo valiny avy amin'ny lafivalon'izao tontolo izao. Ny tanjona dia ny hampifandray ny olona nandritra ny fotoanan'ny fanalavirana ara-tsosialy.

The Recognition

About the A' Design Award Volamena

Nandresy ny A' Design Award Volamena ny famolavolana Doritos One Kiss One Donation Fampielezan-kevitra Dokam-barotra Nomerika, fankasitrahana malaza indrindra tsy refesi-mandidy omena ny famolavolana kilasy voalohany, mahagaga ary miavaka. Ny mpandresy Volamena dia famoronana vaovao indrindra, mahay mijery lavitra ary mamirapiratra mahafinaritra izay maneho ny fahamoramoran-tsaina, ny fahendrena ary ny fahaizan'ny mpamolavola azy. Andrasana ho fikarohana mahazo ankasitrahana indrindra, mitarika ny fironana ary tsangambato ny famolavolana Doritos One Kiss One Donation Fampielezan-kevitra Dokam-barotra Nomerika izay mamatsy sanda tsy mbola nisy toy izany. Ity famolavolana nandresy ny A' Design Award Volamena ity dia tetikasa mahavariana sy hajaina izay mahasoa be ary mampandroso ny sisintanin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia. Ny famolavolana Doritos One Kiss One Donation Fampielezan-kevitra Dokam-barotra Nomerika dia mamorona fihetseham-po mafy momba ny faniriana, mamelona ny ahiahy, mamporisika ny fahaiza-mamorona ary mahasarika antsika.

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