HERSHE
Her She. Noticed? Women are in Hershey's name. And if only the pronoun is left on the package, there's enough space to showcase female talent. That's why, for the 2020 International Women's Day, we didn't make commemorative packages, we made an exhibition. By changing the most precious asset a brand has: its logo. We hand-picked six rising female artists to have their work stamped into the brand's wrapper:
Ana Flávia and Alessandra Lemos, both illustrators; Luiza Mussnich and Camila Lordelo, writer and poet, respectively; Yzalú and Bruna Mendez, both musicians, have their photos accompanied by a QR code linked to their current singles. Also, Yzalú narrated the film that kicked off the campaign. The project started a global movement for the brand, still going to this day, and we hope they can keep giving more and more space to all female talent. You can see the Part II here.
Launching film:
Then we asked for every woman who wanted to have their talent showcased on the brand's Instagram, to send their work th The HerShe Gallery. It was beautiful. Illustrators, writers, singers, dancers, florists, actors, craftswomen of all kinds shared their work.
We also made a special edition for the coworkers.
★ D&AD, 2 Graphite & 2 Wood Pencils
★ Cannes Lions, 1 Bronze & 3 Shortlists
★ The One Show, 2 Bronze, 2 Merits & 6 Shortlists
★ New York Festivals, 1 Gold & 1 Silver
★ London International Awards, 1 Silver, 3 Bronze
★ CCSP (Brazilian Creative Annual), 1 Gold, 1 Bronze, 2 In Book & 9 Shortlists
★ El Ojo, 1 Gold, 1 Silver, 1 Shortlist
★ The Gerety Awards, 1 Silver, 1 Bronze
★ Cresta Awards, 6 Gold
★ AdForum Phnx Tribute Awards, 1 Gold, 3 Silver & 1 Bronze
★ Creative Pool Annual, People's Choice & 1 Bronze
★ Lürzer's Archive, 5 In book
★ Effie Latam, Finalist
BETC HAVAS / 2020