Following the success of the HERSHE project in 2020, the brand decided to make a bigger effort for 2021, transforming it into a platform to support female artists. For the second consecutive year, Hershey’s used its packaging to showcase the different talents of women who dream of making a living with their art. Eight artists from different segments were invited to craft something specifically for the Her & She wrappers.

To promote the initiative, a music video featuring rapper, feminist and black activist: Yzalú. Being another piece of art itself, the video is full of feminist references including Tarsila do Amaral, Maria Bonita, Frida Kahlo, Angela Davis, and many others, paying tribute to the struggle of women who face adversities to be seen as artists.

Each artist told a bit about her dream, her creative process and the difficulties of being a female artist in Brazil.

To reinforce the brand's commitment of supporting women who dream of making a living with their art, we produced more than 30 hours of mentoring and workshops, that you can watch here, in partnership with Plano Feminino, a gender equality consulting company.

And a digital exhibition gave visibility to hundreds of female artists with the HerShe Gallery in the brand's Instagram and website.

★ Cannes Lions, 1 Bronze & 1 Shortlist
★ London International Awards (LIA), 1 Silver & 3 Bronze
★ El Ojo, 1 Gold
★ CCSP (Brazilian Creative Annual), 1 Silver, 1 Bronze, 3 In Book & 7 Shortlists
★ Caples Awards, 1 Gold, 2 Silver
★ D&AD, 2 Shortlists
★ Clio Awards, 1 Shortlist
★ The One Show, 1 Merit

 BETC HAVAS / 2021