Doritos One Kiss One Donation 數碼廣告宣傳活動 by Dennis Furniss

Doritos One Kiss One Donation 數碼廣告宣傳活動 by Dennis Furniss is a highly esteemed winner of the very prestigious 2021 A' Design Award 金獎 in 廣告設計 Competition Category.

金廣告· 2021

Doritos One Kiss One Donation 數碼廣告宣傳活動

by Dennis Furniss

Client: Doritos

A' Design Award 金獎 Winner in 廣告 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 數碼廣告宣傳活動

「一個吻，一份捐款」係為Doritos打造嘅數碼廣告宣傳活動，旨在支持LGBTQ社群。呢個活動邀請大家分享自己同朋友、家人同摯愛親吻嘅相片。每一個分享嘅吻都會轉化成一筆捐款，捐畀呢個社群。活動透過電視、社交媒體、網上渠道同品牌互動活動全面推廣，喺墨西哥同巴西進行咗兩個月，並收到嚟自世界各地嘅回應。活動嘅目標係喺社交距離嘅時期，將人與人連繫喺一齊。

The Recognition

About the A' Design Award 金獎

Doritos One Kiss One Donation 數碼廣告宣傳活動是 A' Design Award 金獎得主，這是授予一流、絕妙而傑出設計的極為崇高的認可。金獎得主是極具創新、極富遠見且璀璨奪目的創作，反映出其設計師的天才、智慧與才幹。預計Doritos One Kiss One Donation 數碼廣告宣傳活動將成為一項備受讚譽、引領潮流、氣勢恢宏的發明，帶來前所未有的價值。這件贏得 A' Design Award 金獎的設計是一個壯觀而受人敬重的項目，極大地造福並拓展藝術、科學、設計和技術的界限。Doritos One Kiss One Donation 數碼廣告宣傳活動激起強烈的渴望，喚起激情，鼓勵創造力，令我們著迷。

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