Doritos One Kiss One Donation Dijital Reklam Kampanyası by Dennis Furniss

Doritos One Kiss One Donation Dijital Reklam Kampanyası by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award Altın Ödülü in Reklamcılık, Pazarlama ve İletişim Tasarımı Competition Category.

AltınReklam· 2021

Doritos One Kiss One Donation Dijital Reklam Kampanyası

by Dennis Furniss

Client: Doritos

A' Design Award Altın Ödülü 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 Dijital Reklam Kampanyası

One Kiss, One Donation, LGBTQ topluluğunu desteklemek amacıyla Doritos için oluşturulmuş bir dijital reklam kampanyasıdır. Kampanya, insanları arkadaşlarına, ailelerine ve sevdiklerine öpücük verdikleri fotoğrafları paylaşmaya davet etti. Paylaşılan her öpücük, topluluğa yapılan maddi bir bağışa dönüştürüldü. Kampanya televizyon, sosyal medya, çevrimiçi kanallar ve marka aktivasyonları aracılığıyla yürütüldü. Meksika ve Brezilya'da iki ay boyunca hayata geçirildi ve dünyanın dört bir yanından katılım aldı. Amaç, sosyal mesafe döneminde insanları birbirine bağlamaktı.

The Recognition

About the A' Design Award Altın Ödülü

Doritos One Kiss One Donation Dijital Reklam Kampanyası, A' Design Award Altın Ödülü kazananıdır; bu, birinci sınıf, harika ve olağanüstü tasarımlara verilen son derece prestijli bir tanınırlıktır. Altın kazananlar, tasarımcılarının dehasını, bilgeliğini ve ustalığını yansıtan son derece yenilikçi, vizyoner ve göz kamaştırıcı yaratımlardır. Doritos One Kiss One Donation Dijital Reklam Kampanyası, eşi görülmemiş değer sunan, çok övülen, çığır açan ve anıtsal bir buluş olması beklenir. A' Design Award Altın Ödülü kazanan bu tasarım, sanat, bilim, tasarım ve teknolojinin sınırlarına büyük fayda sağlayan ve onları ilerleten muhteşem, saygın bir projedir. Doritos One Kiss One Donation Dijital Reklam Kampanyası yoğun arzu duyguları yaratır, tutku uyandırır, yaratıcılığı teşvik eder ve bizi cezbeder.

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