Doritos One Kiss One Donation Iomairt Sanasachd Dhidseataich le Dennis Furniss

Tha Doritos One Kiss One Donation Iomairt Sanasachd Dhidseataich le Dennis Furniss na bhuannaiche air leth urramach anns an fharpais chliùitich 2021 Duais Òir A' Design Award ann an Roinn Farpais Dealbhadh Sanasachd, Margaidheachd agus Conaltraidh.

ÒrSanasachd· 2021

Doritos One Kiss One Donation Iomairt Sanasachd Dhidseataich

le Dennis Furniss

Neach-ceannach: Doritos

Buannaiche Duais Òir A' Design Award ann an Roinn Sanasachd

98,262

Buannaiche Duais Dearbhaichte

Dearbhaich Inbhe na Duaise airson #122993

Tadhail air an Làrach Seall aig A' Design Award Brath Naidheachd Suaicheantas Duaise

Dathan

An Dealbhadh

Mu dheidhinn Doritos One Kiss One Donation Iomairt Sanasachd Dhidseataich

'S e iomairt sanasachd dhidseataich a th' ann an One Kiss, One Donation a chaidh a chruthachadh airson Doritos mar thaic don choimhearsnachd LGBTQ. Thug an iomairt cuireadh do dhaoine dealbhan dhiubh fhèin a cho-roinneadh a' toirt pòg do charaidean, do theaghlach agus do luchd-gràidh. Chaidh gach pòg a chaidh a cho-roinneadh a thionndadh gu tabhartas ionmhasail don choimhearsnachd. Chaidh an iomairt a lìbhrigeadh tro thelebhisean, na meadhanan sòisealta, seanailean air-loidhne agus gnìomhachdan branndaichte. Bha i beò airson dà mhìos ann am Meagsago agus Braisil agus fhuair i freagairtean bho air feadh an t-saoghail. B' e an t-amas daoine a cheangal ri chèile aig àm astarachadh sòisealta.

An Aithneachadh

Mu dheidhinn Duais Òir A' Design Award

Tha Doritos One Kiss One Donation Iomairt Sanasachd Dhidseataich air Duais Òir A' Design Award a bhuannachadh, aithneachadh anabarrach urramach a bheirear do dhealbhaidhean den chiad ìre, mìorbhaileach agus sònraichte. Tha buannaichean Òir nan cruthachaidhean anabarrach ùr-ghnàthach, làn lèirsinn agus drùidhteach a nochdas gèinidh, gliocas agus comas an luchd-dealbhaidh. Thathar an dùil gum bi Doritos One Kiss One Donation Iomairt Sanasachd Dhidseataich na innleachd a gheibh moladh mòr, a stèidhicheas gluasadan agus mòr-chuimhneachain a bheir luach nach fhacas riamh roimhe. Tha an dealbhadh seo a bhuannaich Duais Òir A' Design Award na phròiseact sònraichte, urramach a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais gu mòr. Bidh Doritos One Kiss One Donation Iomairt Sanasachd Dhidseataich a' cruthachadh faireachdainnean làidir miann, a' dùsgadh dealas, a' brosnachadh cruthachalachd agus a' glacadh sinn.

Air Cùl an Dealbhaidh

Pasgan Naidheachd

Creideasan, buill sgioba agus fiosrachadh teicnigeach a chuir an dealbhaiche ri chèile.

Feartan Sònraichte: 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.
Tomhasan & Pacadh: Does not apply
Tagaichean: Unlock, Love, Diversity, Kiss, Rainbow, Pride, LGBTQ, LGBT, Digital Campaign, Social, Branding, Rainbow,
Teicneòlas Cinneasachaidh: We leveraged a marketing mix of TV, social media, online, branded activations.
Dùbhlan Dealbhaidh: 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.
Rannsachadh: Given our repeated success with the Doritos Rainbow year over year our testing approach centered on iterative prototyping rather than conventional consumer research.
Brosnachadh: 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.
Faid a' Phròiseict: Activated for 2 Months in Mexico and Brazil, garnered responses from around the globe.
Sruth Obrachaidh: 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.
Buill na Sgioba: BBDO, PepsiCo Design, Pepsico Marketing (Mexico / Brazil)
Creideasan Dhealbhan: All images are property of PepsiCo International