Wúrà Ìpolówó · 2021
Doritos One Kiss One Donation Ìpolówó Ọjà Oní-Díjítà
- Àmì-ẹ̀yẹ Wúrà A' Design Award 2021 in Ìpolówó
- CLIENT: Doritos
- Estimated Number of Design Views: 97,375
- Verification code F4CEE859F5 · Verify this award
Colors
About Doritos One Kiss One Donation Ìpolówó Ọjà Oní-Díjítà
One Kiss, One Donation jẹ́ ìpolówó ọjà oní-díjítà tí a ṣẹ̀dá fún Doritos ní àtìlẹ́yìn fún àwùjọ LGBTQ. Ìpolówó náà pe àwọn ènìyàn láti pín àwọn fọ́tò ara wọn tí wọ́n ń fi ìfẹnukonu hàn sí àwọn ọ̀rẹ́, ẹbí àti àwọn olùfẹ́ wọn. Ìfẹnukonu kọ̀ọ̀kan tí a pín ni a yí padà sí ẹ̀bùn owó fún àwùjọ náà. Ìpolówó náà ni a gbé kalẹ̀ lórí tẹlifíṣọ̀n, àwọn ìkànnì àjọlò, àwọn ọ̀nà orí-ẹ̀rọ àti àwọn ìgbékalẹ̀ oníbùrandì. A mú un ṣiṣẹ́ fún oṣù méjì ní Mẹ́ksíkò àti Brazil, ó sì gba ìdáhùn láti káàkiri àgbáyé. Ète rẹ̀ ni láti so àwọn ènìyàn pọ̀ ní àsìkò ìpínyà láwùjọ.
About the Àmì-ẹ̀yẹ Wúrà A' Design Award
Doritos One Kiss One Donation Ìpolówó Ọjà Oní-Díjítà jẹ́ olùborí Àmì-ẹ̀yẹ Wúrà A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe ìpele àkọ́kọ́, tó jẹ́ ìyanu tó sì yàtọ̀. Àwọn olùborí Wúrà jẹ́ àwọn ẹ̀dá tó ní ìmúṣẹ̀dá tuntun gidigidi, tó ní ojú-ìwòye tó jìnnà tó sì ń tàn yòò tí wọ́n ń ṣàfihàn ọgbọ́n, òye àti ìjáfáfá àwọn olùṣàwòṣe wọn. A retí pé Doritos One Kiss One Donation Ìpolówó Ọjà Oní-Díjítà yóò jẹ́ ohun ìmúṣẹ̀dá tí a yìn gidigidi, tó ń gbé ìtẹ̀sí kalẹ̀ tó sì jẹ́ ìrántí tó ń mú iye tí a kò rí rí wá. Àwòṣe tó borí Àmì-ẹ̀yẹ Wúrà A' Design Award yìí jẹ́ iṣẹ́ àkànṣe tó yani lẹ́nu tí a bọ̀wọ̀ fún tó ṣe anfàní gidigidi tó sì ń tì ààlà iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ síwájú. Doritos One Kiss One Donation Ìpolówó Ọjà Oní-Díjítà ń dá ìmọ̀lára ìfẹ́ tó lágbára sílẹ̀, ń jí ìtara, ń gbé ìṣẹ̀dá lárugẹ tó sì ń fà wá mọ́ra.
Press Kit
- 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.
- Image Credits
- All images are property of PepsiCo International
