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 thing 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 was chosen to narrate the film that kicked off the campaign.
Launching film:
Then we asked for every woman who wanted to have their talent showcased on the brand's Instagram, to send their work. The HerShe Gallery was born. And it was amazing. Illustrators, writers, singers, dancers, florists, actors, craftswomen of all kinds shared their work.
★ 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
★ 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 / 2020