Doritos One Kiss One Donation Campanha de Publicitat Digitala by Dennis Furniss

Aur Publicitat · 2021

Doritos One Kiss One Donation Campanha de Publicitat Digitala

by Dennis Furniss

A' Design Award d'Aur 2021 in Publicitat
CLIENT: Doritos
Estimated Number of Design Views: 97,375
Verification code F4CEE859F5 · Verify this award

Visit Site View at A' Design Award Press Release

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About Doritos One Kiss One Donation Campanha de Publicitat Digitala

One Kiss, One Donation es una campanha de publicitat digitala creada per Doritos en sosten a la comunautat LGBTQ. La campanha convidava lo monde a partejar de fòtos d'eles en donar un poton a d'amics, a la familha e als èssers aimats. Cada poton partejat èra convertit en una donacion financièra a la comunautat. La campanha foguèt difusada per la television, los malhums socials, los canals en linha e d'activacions de marca. Foguèt activada pendent dos meses en Mexic e al Brasil e recebèt de responsas de pertot dins lo mond. L'objectiu èra de connectar lo monde pendent un periòde de distanciacion sociala.

About the A' Design Award d'Aur

Doritos One Kiss One Donation Campanha de Publicitat Digitala a ganhat la distincion A' Design Award d'Aur, una reconeissença immensament prestigiosa acordada a de designs de primièra qualitat, meravilhoses e excellents. Los ganhaires de l'Aur son de creacions extrèmament innovantas, visionàrias e esbleugissentas, que reflectisson lo prodigi, la sabença e la proeça de lors designers. S'espèra que Doritos One Kiss One Donation Campanha de Publicitat Digitala siá una invencion fòrça lausada, que dintra de tendéncias e monumentala, que provesís un valor sens precedent. Aqueste design ganhaire de la distincion A' Design Award d'Aur es un projècte espectaclós e respectat, que fa un grand ben e fa avançar las frontièras de l'art, de la sciéncia, del design e de la tecnologia. Doritos One Kiss One Donation Campanha de Publicitat Digitala crea de sentiments intensos de desirs, evòca la passion, encoratja la creativitat e fascina.

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