|Filosofia|| “There is nothing bolder than being yourself.’ This was the slogan adopted by DORITOS®’s campaign, RAINBOW, to talk about diversity in 2019, and to invite everyone to fuse their differences together and add color to Rock in Rio, the largest music and entertainment festival of the world that took place between September 27th and October 6th in the city of Rio de Janeiro.
One of the highlights of DORITOS®’s actions in Rock in Rio was the creation of the Diversity Guitar, with colorful strings and the visual identity of its coloring campaign (#ColoRiR). The Diversity Guitar was fated. On the festival’s “Metal Day,” October 4th, the guitar was played by Andreas Kisser, of Sepultura, in a unique action to amplify support to this cause, after all, coloring is more than joining colors, it’s about joining differences.
‘’Rock in Rio has the power to gather different music styles, cultures and their differences. The idea of the Diversity Guitar came up as an icon of our diversified and plural society. Our proposal is to invite people to color the City of Rock (#ColoRiR) and show that our differences complete one another and make the world a better place,’’ said Daniela Cachich, PepsiCo’s marketing vice-president.
The end goal of the action with the Diversity Guitar was to auction the guitar and allocate the funds to a non-profit GLBTQIA+ organization.