Doritos One Kiss One Donation ڊجيٽل اشتهاري مهم by Dennis Furniss

Doritos One Kiss One Donation ڊجيٽل اشتهاري مهم by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award سون انعام in اشتهاربازي، مارڪيٽنگ ۽ رابطي جو ڊيزائن Competition Category.

سوناشتهاربازي· 2021

Doritos One Kiss One Donation ڊجيٽل اشتهاري مهم

by Dennis Furniss

Client: Doritos

A' Design Award سون انعام Winner in اشتهاربازي Category

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Colors

The Design

About Doritos One Kiss One Donation ڊجيٽل اشتهاري مهم

هڪ چمي، هڪ عطيو (One Kiss, One Donation) هڪ ڊجيٽل اشتهاري مهم آهي جيڪا ڊوريٽوس (Doritos) لاءِ LGBTQ برادريءَ جي حمايت ۾ ٺاهي وئي. هن مهم ۾ ماڻهن کي دعوت ڏني وئي ته هو پنهنجن دوستن، خاندان ۽ پيارن کي چمي ڏيندي پنهنجون تصويرون شيئر ڪن. هر شيئر ڪيل چمي کي برادريءَ لاءِ مالي عطيي ۾ تبديل ڪيو ويو. هيءَ مهم ٽيليويزن، سوشل ميڊيا، آن لائين چينلن ۽ برانڊيڊ سرگرمين ذريعي هلائي وئي. اها ميڪسيڪو ۽ برازيل ۾ ٻن مهينن لاءِ فعال رهي ۽ سڄي دنيا مان موٽ ملي. ان جو مقصد سماجي فاصلي واري دور ۾ ماڻهن کي پاڻ ۾ ڳنڍڻ هو.

The Recognition

About the A' Design Award سون انعام

Doritos One Kiss One Donation ڊجيٽل اشتهاري مهم A' Design Award سون انعام جو کٽيندڙ آهي، انتهائي معزز اعتراف جيڪو پهرين درجي جي، شاندار ۽ نمايان ڊيزائنن کي ڏنو وڃي ٿو. سون جا کٽيندڙ انتهائي جدت واريون، تمام گهڻي بصيرت واريون ۽ شاندار طرح اکيون خيره ڪندڙ تخليقون آهن، جيڪي پنهنجي ڊيزائنرن جي عبقريت، حڪمت ۽ مهارت جي عڪاسي ڪن ٿيون. Doritos One Kiss One Donation ڊجيٽل اشتهاري مهم کان اميد ڪئي وڃي ٿي ته اهو هڪ تمام گهڻو ساراهيل، رجحان ساز ۽ يادگار ايجاد هوندو جيڪو بي مثال قدر پيش ڪري ٿو. هي ڊيزائن جنهن A' Design Award سون انعام کٽيو آهي، هڪ شاندار، محترم منصوبو آهي جيڪو فن، سائنس، ڊيزائن ۽ ٽيڪنالاجي جون حدون تمام گهڻي فائدي سان وڌائي ٿو. Doritos One Kiss One Donation ڊجيٽل اشتهاري مهم شديد خواهش جا جذبا پيدا ڪري ٿو، جوش جاڳائي ٿو، تخليقيت کي همٿائي ٿو ۽ اسان کي مسحور ڪري ٿو.

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