Doritos One Kiss One Donation Kampeni ya Matangazo ya Kidijitali by Dennis Furniss

Doritos One Kiss One Donation Kampeni ya Matangazo ya Kidijitali by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 Tuzo ya Dhahabu ya A' Design Award in Usanifu wa Utangazaji, Masoko na Mawasiliano Competition Category.

DhahabuUtangazaji· 2021

Doritos One Kiss One Donation Kampeni ya Matangazo ya Kidijitali

by Dennis Furniss

Client: Doritos

Tuzo ya Dhahabu ya A' Design Award Winner in Utangazaji Category

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Verified Award Winner

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Colors

The Design

About Doritos One Kiss One Donation Kampeni ya Matangazo ya Kidijitali

Busu Moja, Mchango Mmoja ni kampeni ya matangazo ya kidijitali iliyoundwa kwa ajili ya Doritos kuunga mkono jamii ya LGBTQ. Kampeni hii iliwaalika watu kushiriki picha zao wakiwapa busu marafiki, familia na wapendwa wao. Kila busu lililoshirikiwa liligeuzwa kuwa mchango wa kifedha kwa jamii hiyo. Kampeni hii ilienezwa kupitia televisheni, mitandao ya kijamii, njia za mtandaoni na shughuli za chapa. Iliendeshwa kwa miezi miwili nchini Mexico na Brazil na ilipokea mwitikio kutoka kote duniani. Lengo lilikuwa kuwaunganisha watu wakati wa kipindi cha kutengana kijamii.

The Recognition

About the Tuzo ya Dhahabu ya A' Design Award

Doritos One Kiss One Donation Kampeni ya Matangazo ya Kidijitali ni mshindi wa Tuzo ya Dhahabu ya A' Design Award, utambuzi wenye heshima kuu unaotolewa kwa miundo ya daraja la kwanza, ya ajabu na ya kuvutia. Washindi wa Dhahabu ni kazi bunifu mno, zenye maono makubwa na za kung'aa kwa umaridadi zinazoakisi kipaji, hekima na ustadi wa wabunifu wao. Doritos One Kiss One Donation Kampeni ya Matangazo ya Kidijitali inatarajiwa kuwa uvumbuzi unaosifiwa sana, wa kuweka mielekeo na wa kihistoria unaoleta thamani isiyo na kifani. Muundo huu ulioshinda Tuzo ya Dhahabu ya A' Design Award ni mradi wa kustaajabisha na unaoheshimika unaonufaisha sana na kupanua mipaka ya sanaa, sayansi, usanifu na teknolojia. Doritos One Kiss One Donation Kampeni ya Matangazo ya Kidijitali huzua hisia kali za hamu, huamsha shauku, huhimiza ubunifu na hutuvutia.

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