Doritos One Kiss One Donation Kampanja ta' Reklamar Diġitali by Dennis Furniss

Doritos One Kiss One Donation Kampanja ta' Reklamar Diġitali by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Premju A' Design Award tad-Deheb in Disinn tar-Reklamar, Kummerċjalizzazzjoni u Komunikazzjoni Competition Category.

DehebReklamar· 2021

Doritos One Kiss One Donation Kampanja ta' Reklamar Diġitali

by Dennis Furniss

Client: Doritos

Premju A' Design Award tad-Deheb Winner in Reklamar Category

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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 Kampanja ta' Reklamar Diġitali

One Kiss, One Donation hija kampanja ta' reklamar diġitali maħluqa għal Doritos b'appoġġ għall-komunità LGBTQ. Il-kampanja stiednet lin-nies biex jaqsmu ritratti tagħhom infushom jagħtu bewsa lil ħbieb, familja u għeżież tagħhom. Kull bewsa maqsuma ġiet ikkonvertita f'donazzjoni finanzjarja lill-komunità. Il-kampanja twasslet permezz tat-televiżjoni, il-midja soċjali, il-kanali online u attivazzjonijiet tal-marka. Ġiet attivata għal xahrejn fil-Messiku u fil-Brażil u rċeviet risponsi minn madwar id-dinja. L-għan kien li n-nies jingħaqdu flimkien matul żmien ta' distanzjar soċjali.

The Recognition

About the Premju A' Design Award tad-Deheb

Doritos One Kiss One Donation Kampanja ta' Reklamar Diġitali huwa rebbieħ tal-Premju A' Design Award tad-Deheb, rikonoxximent prestiġjuż ħafna mogħti lil disinji tal-ewwel klassi, mill-isbaħ u eċċellenti. Ir-rebbieħa tad-Deheb huma ħolqien innovattiv ħafna, b'viżjoni u li jleqqu b'mod li jgħammex, li jirriflettu t-talent, l-għerf u l-ħila tad-disinjaturi tagħhom. Huwa mistenni li Doritos One Kiss One Donation Kampanja ta' Reklamar Diġitali ikun invenzjoni mfaħħra ħafna, li tistabbilixxi x-xejriet u monumentali li tagħti valur bla preċedent. Dan id-disinn rebbieħ tad-Deheb huwa proġett spettakolari u rispettat li jwessa' l-fruntieri tal-arti, ix-xjenza, id-disinn u t-teknoloġija. Doritos One Kiss One Donation Kampanja ta' Reklamar Diġitali joħloq xewqa qawwija, iqajjem il-passjoni, iħeġġeġ il-kreattività u jisħer lilna.

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