Doritos One Kiss One Donation Kampanja digitalnog oglašavanja by Dennis Furniss

Doritos One Kiss One Donation Kampanja digitalnog oglašavanja by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Златна награда A' Design Award in Дизајн оглашавања, маркетинга и комуникације Competition Category.

ЗлатнаОглашавање· 2021

Doritos One Kiss One Donation Kampanja digitalnog oglašavanja

by Dennis Furniss

Client: Doritos

Златна награда A' Design Award Winner in Оглашавање Category

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Verified Award Winner
Verify Award Status for #122993

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Doritos One Kiss One Donation Kampanja digitalnog oglašavanja

One Kiss, One Donation je kampanja digitalnog oglašavanja kreirana za Doritos u znak podrške LGBTQ zajednici. Kampanja je pozivala ljude da podele fotografije na kojima daju poljubac prijateljima, porodici i voljenim osobama. Svaki podeljeni poljubac pretvaran je u novčanu donaciju zajednici. Kampanja je sprovedena putem televizije, društvenih mreža, onlajn kanala i brendiranih aktivacija. Bila je aktivna dva meseca u Meksiku i Brazilu i dobila je odgovore iz celog sveta. Cilj je bio da se ljudi povežu u vreme socijalnog distanciranja.

The Recognition

About the Златна награда A' Design Award

Doritos One Kiss One Donation Kampanja digitalnog oglašavanja је добитник Златне награде A' Design Award, огромно престижног признања које се додељује првокласним, дивним и изванредним дизајнима. Добитници Златне награде изузетно су иновативне, визионарске и блиставо задивљујуће творевине које одражавају геније, мудрост и умеће својих дизајнера. Очекује се да Doritos One Kiss One Donation Kampanja digitalnog oglašavanja буде високо хваљен, трендсетерски и монументалан изум који доноси беспримерну вредност. Овај дизајн награђен Златном наградом A' Design Award спектакуларно је, поштовано дело које у великој мери користи и помера границе уметности, науке, дизајна и технологије. Doritos One Kiss One Donation Kampanja digitalnog oglašavanja ствара интензивна осећања жеље, буди страст, подстиче креативност и фасцинира нас.

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