Doritos One Kiss One Donation Kampanye Iklan Digital dening Dennis Furniss

Karya Doritos One Kiss One Donation Kampanye Iklan Digital dening Dennis Furniss minangka pemenang sing diajeni banget saka A' Design Award Emas 2021 sing bergengsi ing Kategori Kompetisi Desain Pariwara, Pemasaran lan Komunikasi.

EmasPariwara· 2021

Doritos One Kiss One Donation Kampanye Iklan Digital

dening Dennis Furniss

Klien: Doritos

Pemenang A' Design Award Emas ing Kategori Pariwara

98,262

Pemenang Penghargaan Terverifikasi

Verifikasi Status Penghargaan kanggo #122993

Kunjungi Situs Deleng ing A' Design Award Siaran Pers Lencana Penghargaan

Warna

Desaine

Babagan Doritos One Kiss One Donation Kampanye Iklan Digital

One Kiss, One Donation yaiku kampanye iklan digital sing digawe kanggo Doritos minangka dhukungan marang komunitas LGBTQ. Kampanye iki ngajak wong-wong supaya nuduhake foto nalika ngambung kanca, kulawarga, lan wong-wong sing ditresnani. Saben ambungan sing dituduhake diowahi dadi sumbangan finansial kanggo komunitas kasebut. Kampanye iki disebarake liwat televisi, media sosial, saluran online, lan aktivasi merek. Kampanye iki dilakokake sajrone rong sasi ing Meksiko lan Brasil sarta nampa tanggapan saka sak ndonya. Tujuane yaiku nyambungake wong-wong ing wektu jaga jarak sosial.

Pangakuan

Babagan A' Design Award Emas

Doritos One Kiss One Donation Kampanye Iklan Digital menang A' Design Award Emas, pangenalan sing prestisius banget sing diparingake marang desain kelas siji, nggumunake lan unggul. Pemenang Emas iku ciptaan sing inovatif banget, visioner lan sumunar nggumunake sing nggambarake kejeniusan, kawicaksanan lan kaprigelan para desainer. Doritos One Kiss One Donation Kampanye Iklan Digital dikarepake dadi panemuan sing dipuji banget, pelopor tren lan monumental sing nyedhiyakake nilai sing durung tau ana. Desain sing menang A' Design Award Emas iki iku proyek sing nggumunake lan dihormati sing paring manfaat gedhe lan nyurung maju wates seni, sains, desain lan teknologi. Doritos One Kiss One Donation Kampanye Iklan Digital nuwuhake perasaan kekarepan sing kuwat, nggugah semangat, nyengkuyung kreativitas lan narik kawigaten kita.

Ing Mburi Desain

Kit Pers

Kredit, anggota tim lan detail teknis sing diwenehake dening desainer.

Sifat Unik: 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.
Ukuran & Kemasan: Does not apply
Tag: Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,
Teknologi Produksi: We leveraged a marketing mix of TV, social media, online, branded activations.
Tantangan Desain: 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.
Riset: Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.
Inspirasi: 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.
Durasi Proyek: Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.
Alur Operasi: 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.
Anggota Tim: BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)
Kredit Gambar: All images are property of PepsiCo International