Doritos One Kiss One Donation Kampanyang Pang-advertising na Digital by Dennis Furniss

Doritos One Kiss One Donation Kampanyang Pang-advertising na Digital by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award na Ginto in Disenyo ng Pag-aanunsyo, Marketing at Komunikasyon Competition Category.

GintoPag-aanunsyo· 2021

Doritos One Kiss One Donation Kampanyang Pang-advertising na Digital

by Dennis Furniss

Client: Doritos

A' Design Award na Ginto Winner in Pag-aanunsyo Category

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Verified Award Winner

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Colors

The Design

About Doritos One Kiss One Donation Kampanyang Pang-advertising na Digital

Ang One Kiss, One Donation ay isang digital na kampanyang pang-advertising na nilikha para sa Doritos bilang suporta sa komunidad ng LGBTQ. Inanyayahan ng kampanya ang mga tao na magbahagi ng mga larawan nila habang humahalik sa kanilang mga kaibigan, pamilya at mga mahal sa buhay. Ang bawat ibinahaging halik ay ginawang pinansyal na donasyon para sa komunidad. Ang kampanya ay isinagawa sa telebisyon, social media, mga online channel at mga branded activation. Isinagawa ito sa loob ng dalawang buwan sa Mexico at Brazil at nakatanggap ng mga tugon mula sa buong mundo. Ang layunin nito ay pag-ugnayin ang mga tao sa panahon ng social distancing.

The Recognition

About the A' Design Award na Ginto

Ang Doritos One Kiss One Donation Kampanyang Pang-advertising na Digital ay nagwagi ng A' Design Award na Ginto, isang napakaprestihiyosong pagkilalang iginagawad sa mga disenyong pangunahing-uri, kahanga-hanga at namumukod-tangi. Ang mga nagwagi ng Ginto ay mga likhang lubhang makabago, may pananaw at nakasisilaw sa karilagan na sumasalamin sa talino, karunungan at husay ng kanilang mga tagapagdisenyo. Inaasahang ang Doritos One Kiss One Donation Kampanyang Pang-advertising na Digital ay isang lubos na pinupuri, nagtatakda-ng-uso at monumental na imbensyon na naghahatid ng walang kapantay na halaga. Ang disenyong ito na nagwagi ng A' Design Award na Ginto ay isang kahanga-hanga at iginagalang na proyekto na lubos na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang Doritos One Kiss One Donation Kampanyang Pang-advertising na Digital ay lumilikha ng matinding damdamin ng pagnanais, gumigising ng damdamin, nagpapasigla ng pagkamalikhain at nakahuhumaling sa atin.

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