Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale by Dennis Furniss

Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Moputso oa Khauta oa A' Design Award in Moralo wa Papatso, Kgwebo le Puisano Competition Category.

KhautaPapatso· 2021

Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale

by Dennis Furniss

Client: Doritos

Moputso oa Khauta oa A' Design Award Winner in Papatso Category

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Verified Award Winner

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Colors

The Design

About Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale

One Kiss, One Donation ke letšolo la papatso ya dijithale le entsweng bakeng sa Doritos ho tshehetsa setjhaba sa LGBTQ. Letšolo lena le ile la mema batho ho arolelana difoto tsa bona ba fana ka kako ho metswalle, malapa le baratuwa ba bona. Kako e nngwe le e nngwe e arolelanweng e ile ya fetolelwa ho monehelo wa ditjhelete ho setjhaba sena. Letšolo lena le ile la phatlalatswa ka thelevishene, mecha ya ditaba tsa setjhaba, ditsela tsa inthanete le diketsahalo tse tshwailweng ka lebitso la khampani. Le ile la sebediswa ka dikgwedi tse pedi Mexico le Brazil mme la fumana dikarabo ho tswa lefatšeng lohle. Sepheo e ne e le ho kopanya batho nakong ya ho itlhopholla setjhabeng.

The Recognition

About the Moputso oa Khauta oa A' Design Award

Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale ke mohapi oa Moputso oa Khauta oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo ea maemo a pele, e ntle ka ho makatsa le e ikhethang. Bahapi ba Khauta ke lintho tse hlahisitsoeng tse nang le mehopolo e mecha haholo, tse shebileng pele le tse khanyang ka ho foufatsa, tse bontšang botsebi, bohlale le bokhoni ba baqapi ba tsona. Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale e lebelletsoe ho ba mohopolo o babatsoang haholo, o thehang mekhoa e mecha le o moholo, o tlisang boleng bo sa kang ba bonoa. Moralo ona o hapileng Moputso oa Khauta oa A' Design Award ke mosebetsi o tsosang maikutlo, o hlomphehang, o tlisang molemo o moholo le o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Doritos One Kiss One Donation Letšolo la Papatso ya Dijithale e hlahisa maikutlo a matla a takatso, e tsosa tjantjello, e khothalletsa boqapi mme e re khahlisa.

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