The One Show
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Category
Editorial / Books
Annual ID
OS23_DE095M
About the Work
Hershey’s has been fighting for gender equality and female visibility throughout their advertising communication in Brazil. The brand believes in and supports women's rights and always seeks to highlight their talents, ideas and differences.
And during this process, we discovered that the word sorority did not exist in Brazilian dictionaries.
The goal was to show this error to the whole country through an exclusive dictionary just for the word sorority. In it, several artists created their own definitions of the word.
For the dictionary's visual identity, we created custom illustrations for each meaning of sorority that was interpreted by several artists. We designed the typography and used intense colors that show the strength of the woman.
Each page was designed according to each definition of sorority. The book was created
with a handmade concept, hand-stitched like a craft.
Afterwards, some copies were sent to several female influencers who publicized this very
special action on their social networks to highlight such an important word for women's fight.
And during this process, we discovered that the word sorority did not exist in Brazilian dictionaries.
The goal was to show this error to the whole country through an exclusive dictionary just for the word sorority. In it, several artists created their own definitions of the word.
For the dictionary's visual identity, we created custom illustrations for each meaning of sorority that was interpreted by several artists. We designed the typography and used intense colors that show the strength of the woman.
Each page was designed according to each definition of sorority. The book was created
with a handmade concept, hand-stitched like a craft.
Afterwards, some copies were sent to several female influencers who publicized this very
special action on their social networks to highlight such an important word for women's fight.
2023 Awards
Total Points: 3
Merit
Credits
Agency
BETC HAVAS / São Paulo
Client / Brand
HERSHEY’s / São Paulo
Art Director
Eduarda Vidaurre
Edwyrgs Vargas
Fernanda Peka
Fernando Fregate
Iedo Gualberto
Philippe Demar
Raul Lima
Chief Creative Officer
Erh Ray
Creative Director
Marcelo Ribeiro
Associate Creative Director
Victor Castelo
Advertiser
Camila Ribeiro
Larissa Diniz
Rodrigo Campos
Brand & Business Director
Fabiane Veiga
Brand & Business Manager
Rebecca Nociti
Brand & Business Supervisor
Giovana Pagliarini
Community Manager
Carina Nascimento
Yasmin Ribeiro
Content Director
Daniela Lima
Creative VP
Andrea Siqueira
Illustration
Estúdio Olho Bala / São Paulo
Integrated Production Director
Anna Luisa Ferraz
Motion
Motionhand Filmes / São Paulo
Print Production Director
Gilmar Souza
Print Production Team
Carlos Valeriano
Marcio Brusaferro
Plínio Junior
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