Dennis Furniss 的作品 Doritos One Kiss One Donation 数字广告活动

设计师 Dennis Furniss 的作品 Doritos One Kiss One Donation 数字广告活动荣获了极具声望的 2021 A' Design Award 金奖，竞赛类别为广告、营销与传播设计。

金广告· 2021

Doritos One Kiss One Donation 数字广告活动

设计师： Dennis Furniss

客户: Doritos

广告类别A' Design Award 金奖获奖者

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关于 Doritos One Kiss One Donation 数字广告活动

《一个吻，一份捐赠》是为多力多滋（Doritos）打造的数字广告活动，旨在支持LGBTQ群体。该活动邀请人们分享自己亲吻朋友、家人和所爱之人的照片，每一个分享出来的吻都会转化为一笔面向该群体的资金捐赠。活动通过电视、社交媒体、线上渠道及品牌活动等多平台展开，在墨西哥和巴西持续投放两个月，并收到了来自世界各地的响应。其目标是在社交距离期间将人们彼此相连。

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关于A' Design Award 金奖

Doritos One Kiss One Donation 数字广告活动是 A' Design Award 金奖得主，这是授予一流、绝妙而杰出设计的极为崇高的认可。金奖得主是极具创新、极富远见且璀璨夺目的创作，反映出其设计师的天才、智慧与才干。预计Doritos One Kiss One Donation 数字广告活动将成为一项备受赞誉、引领潮流、气势恢宏的发明，带来前所未有的价值。这件赢得 A' Design Award 金奖的设计是一个壮观而受人敬重的项目，极大地造福并拓展艺术、科学、设计和技术的边界。Doritos One Kiss One Donation 数字广告活动激起强烈的渴望，唤起激情，鼓励创造力，令我们着迷。

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由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: Does not apply
标签: Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,
生产技术: We leveraged a marketing mix of TV, social media, online, branded activations.
设计挑战: 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.
研究: Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.
灵感: 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.
项目周期: Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.
操作流程: 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.
团队成员: BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)
图片版权: All images are property of PepsiCo International