Disainilahendus Doritos One Kiss One Donation Digitaalne reklaamikampaania, autor Dennis Furniss

Disainilahendus Doritos One Kiss One Donation Digitaalne reklaamikampaania, mille autor on Dennis Furniss, on kõrgelt hinnatud 2021 auhinna Kuldauhind A' Design Award võitja konkursi kategoorias Reklaami, turunduse ja kommunikatsiooni disain.

KuldReklaam· 2021

Doritos One Kiss One Donation Digitaalne reklaamikampaania

disainer: Dennis Furniss

Klient: Doritos

Auhind Kuldauhind A' Design Award kategoorias Reklaam

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Värvid

Disain

Teosest Doritos One Kiss One Donation Digitaalne reklaamikampaania

One Kiss, One Donation on digitaalne reklaamikampaania, mis loodi Doritose jaoks LGBTQ kogukonna toetuseks. Kampaania kutsus inimesi jagama fotosid, kus nad annavad musi sõpradele, pereliikmetele ja lähedastele. Iga jagatud suudlus muudeti rahaliseks annetuseks kogukonnale. Kampaania viidi läbi televisioonis, sotsiaalmeedias, veebikanalites ja brändiüritustel. See toimus kaks kuud Mehhikos ja Brasiilias ning sai vastukaja üle kogu maailma. Eesmärk oli ühendada inimesi sotsiaalse distantseerumise ajal.

Tunnustus

Auhinnast Kuldauhind A' Design Award

Doritos One Kiss One Donation Digitaalne reklaamikampaania on Kuldauhinna A' Design Award võitja, ülimalt prestiižikas tunnustus, mis antakse esmaklassilistele, imelistele ja silmapaistvatele disainidele. Kuldvõitjad on ülimalt uuenduslikud, visioonilised ja glamuurselt pimestavad looming, mis peegeldab oma disainerite geniaalsust, tarkust ja oskusi. Doritos One Kiss One Donation Digitaalne reklaamikampaania peaks olema kõrgelt kiidetud, suundi seadev ja monumentaalne leiutis, mis pakub enneolematut väärtust. See Kuldauhinna A' Design Award võidudisain on suurejooneline, lugupeetud projekt, mis toob suurt kasu ning nihutab kunsti, teaduse, disaini ja tehnoloogia piire. Doritos One Kiss One Donation Digitaalne reklaamikampaania tekitab intensiivset soovi, äratab kirge, julgustab loovust ja lummab meid.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: 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.
Mõõtmed ja pakend: Does not apply
Sildid: Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,
Tootmistehnoloogia: We leveraged a marketing mix of TV, social media, online, branded activations.
Disainiülesanne: 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.
Uurimistöö: Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.
Inspiratsioon: 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.
Projekti kestus: Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.
Tööprotsess: 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.
Meeskonnaliikmed: BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)
Piltide autorid: All images are property of PepsiCo International