Doritos One Kiss One Donation Mushandirapamwe weKushambadzira weDhijitari by Dennis Furniss

Doritos One Kiss One Donation Mushandirapamwe weKushambadzira weDhijitari by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Mubairo weGoridhe we A' Design Award in Kushambadzira, Kutengesera neKutaurirana Competition Category.

GoridheKushambadzira· 2021

Doritos One Kiss One Donation Mushandirapamwe weKushambadzira weDhijitari

by Dennis Furniss

Client: Doritos

Mubairo weGoridhe we A' Design Award Winner in Kushambadzira Category

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Colors

The Design

About Doritos One Kiss One Donation Mushandirapamwe weKushambadzira weDhijitari

One Kiss, One Donation mushandirapamwe wekushambadzira wedhijitari wakagadzirirwa Doritos mukutsigira nharaunda yeLGBTQ. Mushandirapamwe uyu wakakoka vanhu kuti vagovane mifananidzo yavo vachipa kutsvoda kushamwari, mhuri nevadiwa vavo. Kutsvoda kwega kwega kwakagovaniswa kwakashandurwa kuita chipo chemari kunharaunda iyi. Mushandirapamwe uyu wakaitwa paterevhizheni, panhepfenyuro dzemagariro evanhu, panzira dzepamhepo uye pazviitiko zvine mucherechedzo webhurendi. Wakaitwa kwemwedzi miviri kuMexico neBrazil uye wakagamuchira mhinduro kubva kunyika dzose dzepasi rose. Chinangwa chacho chaive chekubatanidza vanhu munguva yekugara kure nevamwe.

The Recognition

About the Mubairo weGoridhe we A' Design Award

Mubairo weGoridhe we A' Design Award wakahwinwa ne Doritos One Kiss One Donation Mushandirapamwe weKushambadzira weDhijitari, rukudzo rwakakwirira kwazvo runopiwa kumadhizaini ekutanga, anoshamisa uye akanakisa. Vakunda veGoridhe mabasa ane zvitsva zvakawanda, ane chiratidzo uye anopenya, anoratidza njere, uchenjeri nehunyanzvi hwevagadziri vawo. Doritos One Kiss One Donation Mushandirapamwe weKushambadzira weDhijitari inotarisirwa kuva chigadzirwa chinorumbidzwa kwazvo, chinoita mafambiro matsva uye chakakura, chinopa kukosha kusati kwamboonekwa. Dhizaini iyi yakahwina Mubairo weGoridhe we A' Design Award basa rinoshamisa, rinoremekedzwa, rinobatsira zvikuru uye rinosundira mberi miganhu yehunyanzvi, sayenzi, dhizaini netekinoroji. Doritos One Kiss One Donation Mushandirapamwe weKushambadzira weDhijitari inomutsa manzwiro akasimba ekuda, inomutsa mwoyo, inokurudzira kugadzira uye inotikwezva.

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