Doritos One Kiss One Donation Digital reklamkampanj by Dennis Furniss

Doritos One Kiss One Donation Digital reklamkampanj by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award i Guld in Reklam-, Marknadsförings- och Kommunikationsdesign Competition Category.

GuldReklam· 2021

Doritos One Kiss One Donation Digital reklamkampanj

by Dennis Furniss

Client: Doritos

A' Design Award i Guld Winner in Reklam Category

97,375

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 Digital reklamkampanj

One Kiss, One Donation är en digital reklamkampanj skapad för Doritos till stöd för HBTQ-communityn. Kampanjen bjöd in människor att dela foton av sig själva när de ger en kyss till vänner, familj och nära och kära. Varje delad kyss omvandlades till en ekonomisk donation till communityn. Kampanjen genomfördes via tv, sociala medier, onlinekanaler och varumärkesaktiveringar. Den var aktiv i två månader i Mexiko och Brasilien och fick respons från hela världen. Målet var att förena människor under en tid av social distansering.

The Recognition

About the A' Design Award i Guld

Doritos One Kiss One Donation Digital reklamkampanj är vinnare av A' Design Award i Guld, ett oerhört prestigefyllt erkännande som tilldelas förstklassiga, underbara och enastående designverk. Guldvinnare är utomordentligt innovativa, visionära och glamoröst bländande skapelser som speglar sina formgivares briljans, visdom och skicklighet. Doritos One Kiss One Donation Digital reklamkampanj förväntas vara en högt prisad, trendsättande och monumental uppfinning som levererar oöverträffat värde. Detta vinnande verk i A' Design Award i Guld är ett spektakulärt, respekterat projekt som i hög grad gagnar och flyttar fram gränserna för konst, vetenskap, design och teknik. Doritos One Kiss One Donation Digital reklamkampanj skapar intensiva känslor av längtan, väcker passion, uppmuntrar kreativitet och fascinerar oss.

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