Tell us about your role in the creation of this work.
Our role in this project was to conceive the idea, develop the look of the Diversity Guitar, choose who’d play it during Rock in Rio, and flesh out the strategy to turn the instrument into a symbol of unity and accepting difference.
Give us an overview of the campaign, what is it about?
The campaign was meant to invite people to bring their differences together and make Rock in Rio 2019 all the more colorful – and hence support diversity, which is what DORITOS® RAINBOW is all about.
Tell us about the details creative brief, what did it ask?
Rock in Rio 2019 was the biggest edition yet of the world’s largest music festival, and DORITOS® RAINBOW was its official snack. Other big brands were sponsoring the event, though. That’s why the main challenge was to find an idea that would get people to stop and listen to us even though other companies were putting on a bunch of stunts at the same festival.
Which insight led to the creation of this piece of work?
The insight came from the fusion of the Rock in Rio symbol, which is a guitar, and the symbol of diversity, which is the rainbow flag. That’s how the Diversity Guitar was born: its strings form the colors of the LGBTQI+ flag.
Can you share with us any alternative ideas (if any) for this campaign? Why was this idea chosen?
We went with the idea of the Diversity Guitar because we believed that it was powerful enough to get people to bring their differences together, make Rock in Rio more colorful, and encourage support for diversity.
What was the greatest challenge that you and your team faced during development?
Part of the idea was to invite the guitarist from an unexpected band to play the Diversity Guitar on the biggest stage at Rock in Rio. We chose Andreas Kisser, the guitarist in Sepultura, because it’s a heavy metal group. People tend to think that metalheads are intolerant, so we wanted to prove them wrong. The only issue was that the strings used on heavy metal guitars tend to be thicker, which made it a bit more challenging to develop the instrument.
What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?
What we enjoyed most was how fast the Diversity Guitar became a symbol and how it was embraced by other musicians and by the audience. Most important of all is the message about uniting differences that the instrument managed to get across.
Where do you see this campaign going in the future?
The Diversity Guitar will be auctioned off, and all the proceeds will go to the NGO EternamenteSou, which advocates for LGBTQI+ seniors. That way, we hope that the instrument will keep on bringing differences together and strengthening diversity across the world.