Doritos One Kiss One Donation Digitálna reklamná kampaň by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Zlatá cena A' Design Award in Reklama Competition Category.
ZlatáReklama· 2021
Doritos One Kiss One Donation Digitálna reklamná kampaň
Client: Doritos
Zlatá cena A' Design Award Winner in Reklama Category
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- Verified Award Winner
- Verify Award Status for #122993
The Design
About Doritos One Kiss One Donation Digitálna reklamná kampaň
One Kiss, One Donation je digitálna reklamná kampaň vytvorená pre značku Doritos na podporu LGBTQ komunity. Kampaň pozývala ľudí, aby zdieľali fotografie, na ktorých bozkávajú priateľov, rodinu a svojich blízkych. Každý zdieľaný bozk bol premenený na finančný dar pre komunitu. Kampaň prebiehala v televízii, na sociálnych sieťach, v online kanáloch a prostredníctvom značkových aktivácií. Bola aktívna dva mesiace v Mexiku a Brazílii a získala odozvu z celého sveta. Cieľom bolo spájať ľudí v čase sociálneho dištancovania.
The Recognition
About the Zlatá cena A' Design Award
Doritos One Kiss One Donation Digitálna reklamná kampaň je laureát Zlatej ceny A' Design Award, nesmierne prestížneho uznania udeľovaného prvotriednym, úžasným a vynikajúcim dizajnom. Laureáti Zlatej ceny sú mimoriadne inovatívne, vizionárske a žiarivo oslnivé výtvory, ktoré odrážajú génia, múdrosť a majstrovstvo svojich dizajnérov. Od Doritos One Kiss One Donation Digitálna reklamná kampaň sa očakáva, že bude vysoko chváleným, trendotvorným a monumentálnym vynálezom, ktorý prináša bezprecedentnú hodnotu. Tento dizajn ocenený Zlatou cenou A' Design Award je pôsobivé, rešpektované dielo, ktoré vo veľkej miere prináša úžitok a posúva hranice umenia, vedy, dizajnu a technológie. Doritos One Kiss One Donation Digitálna reklamná kampaň vyvoláva intenzívne pocity túžby, prebúdza vášeň, povzbudzuje kreativitu a fascinuje nás.
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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