Doritos One Kiss One Donation Tlanextilizpan Tlanahuatilli Tequitl (Digital Advertising Campaign) by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Mahuizolli A' Design Award Cozticteocuitlatl in Tlanextiliztenoyotl, Tianquiztlatecpanaliztli ihuan Tlanonotzaliztli Tlachihchihualiztli Competition Category.
CozticteocuitlatlTlanextiliztenoyotl· 2021
Doritos One Kiss One Donation Tlanextilizpan Tlanahuatilli Tequitl (Digital Advertising Campaign)
Client: Doritos
Mahuizolli A' Design Award Cozticteocuitlatl Winner in Tlanextiliztenoyotl Category
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- Verified Award Winner
- Verify Award Status for #122993
The Design
About Doritos One Kiss One Donation Tlanextilizpan Tlanahuatilli Tequitl (Digital Advertising Campaign)
Ce Tennamiquiliztli, Ce Tetlauhtilli, inin ce tlanextilizpan tlanahuatilli tequitl omochiuh ipampa Doritos inic quipalehuia in LGBTQ altepetlacayotl. Inin tequitl oquinnotz in tlacah ma quinextican inixiptla campa quintennamiqui inicnihuan, incenyeliz ihuan intlazohtlacahuan. Cecen tennamiquiliztli tlen omonexti omocuep ce tomin tetlauhtilli ipampa in altepetlacayotl. Inin tequitl omotemacac ipan televisión, ipan social media, ipan internet ohtli ihuan ipan occequi tlanextiliztli tequitl. Ome metztli omochiuh ompa Mexihco ihuan Brasil, ihuan oquiselih tenanquililiztli itech nohuian cemanahuac. In itlanequiliz catca quinnechicoz in tlacah ihcuac in tlacah huehca monemitiayah ce ihuan occe.
The Recognition
About the Mahuizolli A' Design Award Cozticteocuitlatl
Doritos One Kiss One Donation Tlanextilizpan Tlanahuatilli Tequitl (Digital Advertising Campaign) ca in quicuic in Mahuizolli A' Design Award Cozticteocuitlatl, huel mahuiztic tlamahuizoliztli tlen momaca in achtopa, huel cualli ihuan mahuiztic tlachihualli. In quicuicah Cozticteocuitlatl ca cenca yancuic, tlachiyani ihuan tlanextic tlachihualli in quinextia in tlamatiliztli ihuan toltecayotl. Ca quinequi in Doritos One Kiss One Donation Tlanextilizpan Tlanahuatilli Tequitl (Digital Advertising Campaign) quitlalizque yancuic tlamantli ihuan quimacazque tlazohtli. Ni dizayno in quicuic Cozticteocuitlatl ca mahuiztic tlamantli in quihuelitia in toltecayotl, tlamatiliztli, dizayno ihuan teknolohia. Doritos One Kiss One Donation Tlanextilizpan Tlanahuatilli Tequitl (Digital Advertising Campaign) quiyolchicahua ihuan quipaquiltia in tlacah.
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
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