Dennis Furniss ᱨᱮᱱᱟᱜ Doritos One Kiss One Donation ᱰᱤᱡᱤᱴᱟᱞ ᱮᱞᱟ ᱦᱚᱲᱟᱣ ᱠᱮᱢᱯᱮᱭᱤᱱ

Dennis Furniss ᱨᱮᱱᱟᱜ Doritos One Kiss One Donation ᱰᱤᱡᱤᱴᱟᱞ ᱮᱞᱟ ᱦᱚᱲᱟᱣ ᱠᱮᱢᱯᱮᱭᱤᱱ ᱫᱚ ᱵᱤᱜᱭᱟᱯᱚᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2021 A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾

ᱥᱳᱱᱟᱵᱤᱜᱭᱟᱯᱚᱱ· 2021

Doritos One Kiss One Donation ᱰᱤᱡᱤᱴᱟᱞ ᱮᱞᱟ ᱦᱚᱲᱟᱣ ᱠᱮᱢᱯᱮᱭᱤᱱ

Dennis Furniss ᱞᱮᱠᱟᱛᱮ

ᱜᱟᱦᱟᱠ: Doritos

ᱵᱤᱜᱭᱟᱯᱚᱱ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ

98,262

ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ

#122993 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪ

ᱥᱟᱭᱤᱴ ᱧᱮᱞ ᱢᱮ A' Design Award ᱨᱮ ᱧᱮᱞ ᱢᱮ ᱯᱨᱮᱥ ᱨᱤᱞᱤᱡ ᱯᱩᱨᱥᱠᱟᱨ ᱵᱮᱡ

ᱨᱚᱝ

ᱰᱤᱡᱟᱭᱤᱱ

Doritos One Kiss One Donation ᱰᱤᱡᱤᱴᱟᱞ ᱮᱞᱟ ᱦᱚᱲᱟᱣ ᱠᱮᱢᱯᱮᱭᱤᱱ ᱵᱟᱵᱚᱛ ᱛᱮ

ᱢᱤᱫ ᱪᱩᱢᱟᱹ, ᱢᱤᱫ ᱫᱟᱱ ᱫᱚ ᱰᱚᱨᱤᱴᱚᱥ ᱞᱟᱹᱜᱤᱫ ᱮᱞᱡᱤᱵᱤᱴᱤᱠᱭᱩ ᱠᱚᱢᱭᱩᱱᱤᱴᱤ ᱜᱚᱲᱚ ᱨᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱰᱤᱡᱤᱴᱟᱞ ᱮᱞᱟ ᱦᱚᱲᱟᱣ ᱠᱮᱢᱯᱮᱭᱤᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱮᱢᱯᱮᱭᱤᱱ ᱦᱚᱲ ᱠᱚ ᱠᱮ ᱟᱠᱚᱣᱟᱜ ᱜᱟᱛᱮ, ᱜᱷᱟᱨᱚᱸᱡᱽ ᱟᱨ ᱫᱩᱞᱟᱹᱲᱤᱭᱟᱹ ᱠᱚ ᱪᱩᱢᱟᱹ ᱮᱢ ᱠᱟᱱ ᱪᱤᱛᱟᱹᱨ ᱦᱟᱹᱴᱤᱧ ᱞᱟᱹᱜᱤᱫ ᱠᱚ ᱱᱮᱦᱚᱨ ᱞᱮᱱᱟ᱾ ᱦᱟᱹᱴᱤᱧ ᱟᱠᱟᱱ ᱡᱚᱛᱚ ᱪᱩᱢᱟᱹ ᱫᱚ ᱠᱚᱢᱭᱩᱱᱤᱴᱤ ᱞᱟᱹᱜᱤᱫ ᱴᱟᱠᱟ ᱫᱟᱱ ᱨᱮ ᱵᱚᱫᱚᱞ ᱞᱮᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱮᱢᱯᱮᱭᱤᱱ ᱫᱚ ᱴᱮᱞᱤᱵᱷᱤᱡᱚᱱ, ᱥᱚᱥᱤᱭᱟᱞ ᱢᱤᱰᱤᱭᱟ, ᱚᱱᱞᱟᱭᱤᱱ ᱪᱮᱱᱮᱞ ᱟᱨ ᱵᱽᱨᱮᱱᱰ ᱮᱠᱴᱤᱵᱷᱮᱥᱚᱱ ᱠᱚ ᱛᱮ ᱪᱟᱞᱟᱣ ᱞᱮᱱᱟ᱾ ᱱᱚᱶᱟ ᱫᱚ ᱢᱮᱠᱥᱤᱠᱚ ᱟᱨ ᱵᱽᱨᱟᱡᱤᱞ ᱨᱮ ᱵᱟᱨ ᱪᱟᱸᱫᱚ ᱦᱟᱹᱵᱤᱡ ᱪᱟᱞᱟᱣ ᱞᱮᱱᱟ ᱟᱨ ᱜᱚᱴᱟ ᱫᱷᱟᱹᱨᱛᱤ ᱠᱷᱚᱱ ᱛᱮᱞᱟ ᱧᱟᱢ ᱞᱮᱱᱟ᱾ ᱱᱚᱶᱟ ᱨᱮᱭᱟᱜ ᱞᱟᱹᱠᱛᱤ ᱫᱚ ᱥᱟᱶᱛᱟ ᱥᱟᱸᱜᱤᱧ ᱛᱟᱦᱮᱸᱱ ᱚᱠᱛᱚ ᱨᱮ ᱦᱚᱲ ᱠᱚ ᱡᱚᱲᱟᱣ ᱛᱮᱭᱟᱨ ᱛᱟᱦᱮᱸ ᱠᱟᱱᱟ᱾

ᱢᱟᱱᱟᱱ

A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ

Doritos One Kiss One Donation ᱰᱤᱡᱤᱴᱟᱞ ᱮᱞᱟ ᱦᱚᱲᱟᱣ ᱠᱮᱢᱯᱮᱭᱤᱱ ᱫᱚ A' Design Award ᱥᱳᱱᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱵᱷᱟᱞᱟᱭ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱟᱨ ᱥᱩᱱᱫᱚᱨ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Doritos One Kiss One Donation ᱰᱤᱡᱤᱴᱟᱞ ᱮᱞᱟ ᱦᱚᱲᱟᱣ ᱠᱮᱢᱯᱮᱭᱤᱱ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾

ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ

ᱯᱨᱮᱥ ᱠᱤᱴ

ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾

ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ: 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.
ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ: Does not apply
ᱴᱮᱜ ᱠᱚ: Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,
ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ: We leveraged a marketing mix of TV, social media, online, branded activations.
ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ: 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.
ᱜᱚᱵᱮᱥᱚᱱᱟ: Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.
ᱯᱨᱮᱨᱚᱱᱟ: 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.
ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ: Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.
ᱠᱟᱹᱢᱤ ᱦᱚᱨ: 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.
ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ: BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)
ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ: All images are property of PepsiCo International