Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Mphoto ya Golide ya A' Design Award in Mapangidwe a Zolengeza, Kutsatsa Malonda ndi Kulumikizana Competition Category.
GolideZolengeza· 2021
Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti
Client: Doritos
Mphoto ya Golide ya A' Design Award Winner in Zolengeza Category
Verified Award Winner
Verify Award Status for #122993The Design
About Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti
Kupsompsona Kumodzi, Chopereka Chimodzi ndi kampeni ya malonda a pa intaneti yopangidwira Doritos pothandizira anthu a gulu la LGBTQ. Kampeniyi inaitanira anthu kuti agawane zithunzi zawo akupsompsona anzawo, achibale ndi okondedwa awo. Kupsompsona kulikonse komwe kunagawidwa kunasandulika kukhala chopereka cha ndalama ku gululi. Kampeniyi inafalitsidwa kudzera pa wailesi yakanema, malo ochezera a pa intaneti, njira za pa intaneti komanso zochitika zapadera za mtundu wa kampani. Inachitika kwa miyezi iwiri ku Mexico ndi ku Brazil ndipo inalandira mayankho ochokera padziko lonse lapansi. Cholinga chake chinali kulumikiza anthu pa nthawi yopewa kuyandikana.
The Recognition
About the Mphoto ya Golide ya A' Design Award
Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti ndi mmodzi mwa opambana a Mphoto ya Golide ya A' Design Award, kuzindikirika kolemekezeka kwambiri komwe kumaperekedwa kwa mapangidwe a pamwamba, odabwitsa ndi odziwika. Opambana a Golide ndi zolengedwa zatsopano kwambiri, zoona patali ndi zonyezimira zomwe zimaonetsa luntha, nzeru ndi luso la opanga awo. Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti akuyembekezeka kukhala chopangidwa chotamandidwa kwambiri, chokhazikitsa zochitika ndi chachikulu chomwe chimabweretsa phindu losawonekapo kale. Mapangidwe opambana Mphoto ya Golide ya A' Design Award awa ndi ntchito yodabwitsa, yolemekezeka yomwe imapindulitsa kwambiri ndi kukulitsa malire a luso, sayansi, kapangidwe ndi ukadaulo. Doritos One Kiss One Donation Kampeni ya Malonda a Pa Intaneti amabweretsa zilakolako zamphamvu, kudzutsa chidwi, kulimbikitsa luso lolenga ndi kutikopa.
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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