Doritos One Kiss One Donation Fushatë Reklamimi Dixhital by Dennis Furniss

Doritos One Kiss One Donation Fushatë Reklamimi Dixhital by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Çmimi i Artë A' Design Award in Dizajni i Reklamimit, Marketingut dhe Komunikimit Competition Category.

AriReklamim· 2021

Doritos One Kiss One Donation Fushatë Reklamimi Dixhital

by Dennis Furniss

Client: Doritos

Çmimi i Artë A' Design Award Winner in Reklamim Category

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Verified Award Winner

Verify Award Status for #122993

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Colors

The Design

About Doritos One Kiss One Donation Fushatë Reklamimi Dixhital

One Kiss, One Donation është një fushatë reklamimi dixhital e krijuar për Doritos në mbështetje të komunitetit LGBTQ. Fushata ftoi njerëzit të ndanin foto të vetes duke i dhënë një puthje miqve, familjes dhe të dashurve të tyre. Çdo puthje e ndarë u shndërrua në një donacion financiar për komunitetin. Fushata u shtri në televizion, media sociale, kanale online dhe aktivizime të markës. Ajo u aktivizua për dy muaj në Meksikë dhe Brazil dhe mori përgjigje nga e gjithë bota. Qëllimi ishte të lidheshin njerëzit gjatë një kohe distancimi social.

The Recognition

About the Çmimi i Artë A' Design Award

Doritos One Kiss One Donation Fushatë Reklamimi Dixhital është fitues i Çmimit të Artë A' Design Award, një njohje tejet prestigjioze që u akordohet dizajneve të klasit të parë, të mrekullueshme dhe të shquara. Fituesit e Artë janë krijime tejet inovative, vizionare dhe verbuese në shkëlqimin e tyre, që pasqyrojnë gjeninë, urtësinë dhe aftësinë e dizajnerëve të tyre. Doritos One Kiss One Donation Fushatë Reklamimi Dixhital pritet të jetë një shpikje shumë e lavdëruar, prirëse dhe monumentale, që sjell vlerë të paprecedentë. Ky dizajn fitues i Çmimit të Artë A' Design Award është një projekt spektakolar e i respektuar që sjell dobi të madhe dhe zgjeron kufijtë e artit, shkencës, dizajnit dhe teknologjisë. Doritos One Kiss One Donation Fushatë Reklamimi Dixhital ngjall ndjenja të forta dëshire, zgjon pasionin, nxit krijimtarinë dhe na magjeps.

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