Doritos One Kiss One Donation Digitalna oglaševalska kampanja by Dennis Furniss

Doritos One Kiss One Donation Digitalna oglaševalska kampanja by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Zlata nagrada A' Design Award in Oblikovanje oglaševanja, trženja in komunikacij Competition Category.

ZlataOglaševanje· 2021

Doritos One Kiss One Donation Digitalna oglaševalska kampanja

by Dennis Furniss

Client: Doritos

Zlata nagrada A' Design Award Winner in Oglaševanje Category

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Colors

The Design

About Doritos One Kiss One Donation Digitalna oglaševalska kampanja

One Kiss, One Donation je digitalna oglaševalska kampanja, ustvarjena za Doritos v podporo skupnosti LGBTQ. Kampanja je ljudi povabila, da delijo fotografije, na katerih poljubijo prijatelje, družinske člane in ljubljene osebe. Vsak deljeni poljub je bil pretvorjen v finančno donacijo skupnosti. Kampanja je potekala prek televizije, družbenih omrežij, spletnih kanalov in aktivacij blagovne znamke. Aktivna je bila dva meseca v Mehiki in Braziliji ter prejela odzive z vsega sveta. Cilj je bil povezati ljudi v času socialnega distanciranja.

The Recognition

About the Zlata nagrada A' Design Award

Doritos One Kiss One Donation Digitalna oglaševalska kampanja je prejemnik Zlate nagrade A' Design Award, neizmerno prestižnega priznanja, ki se podeljuje prvovrstnim, čudovitim in izvrstnim oblikovanjem. Prejemniki Zlate nagrade so izjemno inovativne, vizionarske in bleščeče osupljive stvaritve, ki odražajo genij, modrost in mojstrstvo svojih oblikovalcev. Od Doritos One Kiss One Donation Digitalna oglaševalska kampanja se pričakuje, da bo zelo hvaljen, trende postavljajoč in monumentalen izum, ki prinaša brezprecedenčno vrednost. To oblikovanje, nagrajeno z Zlato nagrado A' Design Award, je spektakularno, spoštovano delo, ki v veliki meri koristi in premika meje umetnosti, znanosti, oblikovanja in tehnologije. Doritos One Kiss One Donation Digitalna oglaševalska kampanja ustvarja intenzivna čustva želje, prebuja strast, spodbuja ustvarjalnost in nas prevzame.

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