The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Packaging / Specialty
Annual ID
OS_DE21_016B
About the Work
For years Hershey’s has been changing its packaging. But only in 2020 something occurred to us. Her. She. Noticed? For International Women's Day, we made the strongest change ever. We turned real packaging into a canvas, and invited artists to showcase their work: two graphic artists, two writers and two musicians. In each pack, the artist's @ invited the audience to know more about her. But these are not commemorative packages. They're an exhibition. Each woman created something from scratch specifically for the “Her” and “She” wrappers.
In few days limited edition was sold out at supermarkets. We also opened our social networks to invite all women to participate. The response was huge: illustrators, writers, singers, dancers and many more shared their work in order to be featured in the HerShe Gallery, using the hashtags #HerShe and #HerSheGallery. A large virtual exhibition became a visibility platform for more than 60 different artists on the brand's Instagram. In 1 week we’ve had: 1 billion total impressions; US$300,000.00 in earned media; A limited edition sold out; And best of all: 100% positive feeling.
HerShe. Showcasing female talent, one bar at a time.
In few days limited edition was sold out at supermarkets. We also opened our social networks to invite all women to participate. The response was huge: illustrators, writers, singers, dancers and many more shared their work in order to be featured in the HerShe Gallery, using the hashtags #HerShe and #HerSheGallery. A large virtual exhibition became a visibility platform for more than 60 different artists on the brand's Instagram. In 1 week we’ve had: 1 billion total impressions; US$300,000.00 in earned media; A limited edition sold out; And best of all: 100% positive feeling.
HerShe. Showcasing female talent, one bar at a time.
2021 Awards
Total Points: 9
Bronze Pencil
Credits
Agency
BETC HAVAS / São Paulo
Client / Brand
HERSHEYs Brasil / São Paulo
Production Company
Modernista Creative Producers / São Paulo
Music / Sound Production Company
Canja Audio Culture / Curitiba
Post Production Company
The End / São Paulo
Chief Creative Officer
Erh Ray
Creative Director
Andrea Siqueira
Gabriel Sotero
Murilo Melo
Director of Photography
Nestor Grun
Tiago Cauduro
Executive Creative Director
Andrea Siqueira
Executive Producer
Alexandre Lucas
Marcelo Monteiro
Film Director
Alexandre Lucas
André Inácio
Producer
Andrea Carmassi
Priscyla Farina
Sound Designer
Leonardo Lima
AUDIO Company Account
Guga Costa
Audio Coordination
Ana Flor
Brand & Business Assistant
Renan Santos
Brand & Business Director
Fernanda Modena
Brand & Business Manager
Izabel Petegrosso
Channels & Engagement Coordinator
Dorilangio Souza
Channels & Engagement Manager
Carlos Jordão
Channels & Engagement Supervisor
Julia Camargo
Channels & Engagement VP
Carlinha Gagliardi
Film Production Company Account
Iara Demartini
Marina Pimental
Hershey's General Manager Brazil & Latam
Marcel Sacco
Hershey's Marketing Director
Emerson Cação
Hershey's Senior Marketing Manager
Rodrigo Campos
Integrated Production Director
Anna Luisa Ferraz
Music Direction
Edu Karas
Felipe Resende
Lucas Sfair
Music Production
Bruno Vieira
Strategy VP
Agatha Kim
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