The One Show
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Category
Posters / Series
Annual ID
OS22_PT036M
About the Work
Hershey's considers recognition of women part of its DNA. Its CEO, Michele Buck, now leads an employee base that is 52% women. According to MASP, São Paulo's Art Museum, only 6% of the works of art on display in Brazil are by women. Following the success of the HerShe project in 2020 and with the aggravation of the pandemics for female artists working opportunities, the brand decided to make a bigger effort for the 2021 edition, transforming it into a platform for not only showcasing, but also supporting women who dream of making a living with their art.
We discovered the pronouns "HER" and "SHE" within the name Hershey's and transformed the brand's iconic milk chocolate packaging into a canvas, to showcase the talent of 8 young female artists who dream of making a living with their art. 320k bars were the starting point of a platform for supporting female artists throughout Brazil.
Hershey’s turned their own packaging into an art exhibition inviting eight women to display their talents in a more than special edition. The pack also brings the artist's Instagram username (@) and an AR experience, transforming their art into an animation and telling more about them. To promote the initiative, a music video featuring rapper and black femininist @Yzalu and all the 8 artists, 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 recognized as artists. Reinforcing the brand's commitment, a partnership with gender equality consulting company Plano Feminino (Feminine Plan) offered more than 30 hours of mentoring for female artists who dream of making a living with their art. A virtual exhibition gave more visibility to hundreds of female artists.
We discovered the pronouns "HER" and "SHE" within the name Hershey's and transformed the brand's iconic milk chocolate packaging into a canvas, to showcase the talent of 8 young female artists who dream of making a living with their art. 320k bars were the starting point of a platform for supporting female artists throughout Brazil.
Hershey’s turned their own packaging into an art exhibition inviting eight women to display their talents in a more than special edition. The pack also brings the artist's Instagram username (@) and an AR experience, transforming their art into an animation and telling more about them. To promote the initiative, a music video featuring rapper and black femininist @Yzalu and all the 8 artists, 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 recognized as artists. Reinforcing the brand's commitment, a partnership with gender equality consulting company Plano Feminino (Feminine Plan) offered more than 30 hours of mentoring for female artists who dream of making a living with their art. A virtual exhibition gave more visibility to hundreds of female artists.
2022 Awards
Total Points: 3
Merit
Credits
Agency
BETC HAVAS / São Paulo
Client / Brand
HERSHEY’s Br / São Paulo
Production Company
Modernista Creative Producers / São Paulo
Music / Sound Production Company
Canja Audio Culture / Curitiba
Copywriter
Gabriel Sotero
James Döring
Rodrigo Casanovas
Chief Creative Officer
Erh Ray
Executive Creative Director
Andrea Siqueira
Producer
Juliana Arantes
Andrea Carmassi
Associate Creative Director
André Batista
Account
Iara Demartini
Account (Modernista Creative Producers)
Nicole Bonnet
Advertiser
Marcel Sacco
Larissa Diniz
Rodrigo Campos
Larissa Loureiro
Art Director (Modernista Creative Producers)
Karla Salvoni
Audio Account (CANJA Audio Culture)
Guga Costa
Brand & Business Director
Fabiane Veiga
Fernanda Modena
Brand & Business Intern
Alexia Gomes
Brand & Business Manager
Izabel Petegrosso
Brand & Business Supervisor
Nathalia Del Moral
Brand Strategy Director
Bianca Brandão
CEO Plano Feminino (Masterclasses / workshops)
Vivi Duarte
Channels & Engagement Assistant
Lucas Gonçalves
Channels & Engagement Director
Ariane Finavaro
Channels & Engagement Manager
Carlos Jordão
Channels & Engagement Supervisor
Dorilangio Souza
Channels & Engagement VP
Carlinha Gagliardi
Chief Business Officer
Daniel Jotta
Composer (CANJA Audio Culture)
Levi Mynssen
Content & Community Manager
Danielle Maio
Content & Social Media Coordinator
Rodrigo Yoshizumi
Content Director
Daniela Lima
Creative VP
Andrea Siqueira
Executive Producer (Modernista Creative Producers)
Alexandre Lucas
Marcelo Monteiro
Film Director
Luigi Dias
Film Director (Modernista Creative Producers)
André Inácio
Hanna Batista
Graphic Production
Carlos Valeriano
Marcio Brusaferro
Plinio Alves
Graphic Production Director
Gilmar Souza
Integrated Production Director
Anna Luisa Ferraz
Music Creative Director (CANJA Audio Culture)
Lucas Sfair
Music Director (CANJA Audio Culture)
Filipe Resende
Eduardo Karas
Photographer (Modernista Creative Producers)
Vinicius Alves Bock
Milena Seta
Post-Production (Modernista Creative Producers)
Guilherme Carneiro
Producer (Modernista Creative Producers)
Pedro Gomes
Giba Pereira
Strategy Coordinator
Gabriel Lopes
Strategy VP
Agatha Kim
Studio Coordinator (CANJA Audio Culture)
Matheus Brandão
Technology Director
Jeferson Rodrigues
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