The stars aligned to create Hershey’s International Women’s Day campaign, helped in no small measure by the creativity of BETC São Paulo. The campaign has turned Hershey bar wrappers into a showcase of work by female artists on its packaging – in a campaign that also played off its brand name containing the words, Her and She.
30,000 chocolate wrappers were printed with the work of six artist-influencers:
- Illustrators, Ana Flávia (@affnana) and Alessandra Lemos (@loleland)
- Writers, Luiza Mussnich (@luizamussnich) and Camila Lordelo (@euliricas)
- Musicians, Yzalú (@yzalu) and Bruna Mendez (@brunamendez), whose photos are accompanied by a QR code linked to their current singles.
The limited-edition bars will be available in selected Carrefour stores in Brazil and on the Hershey website.
The brand is also publishing the work on its social networks and digital channels and encouraging other female talent to share their own work using the hashtags #HerShe and #HerSheGallery.
https://youtu.be/5j7x_CmjGyM
Credits:
Agency: BETC São Paulo
Chief Creative Officer: Erh Ray
Executive Creative Director: Andrea Siqueira
Creative Directors: Andrea Siqueira, Gabriel Sotero & Murilo Melo
Creative Team: Andre Batista, Diego Canhisares, Fernanda Peka, James Döring, Milena Cabral & Rodrigo Casanovas
Account Management: Fernanda Modena, Izabel Petegrosso & Renan Santos
Media: Carlinha Gagliardi, Carlos Jordão, Julia Camargo & Dorilangio Souza
Strategy: Agatha Kim, Renato Duo, Mirella Nascimento, Milena Nakata & Isabela Cury
Producers: Anna Luisa Ferraz, Andrea Carmassi & Priscyla Farina
Photographer: Genga Estúdio
3D Producer: Origolab
Editing: Tiago Hasegawa
Sound Production Company: Jamute Audio
Sound Design: Fernanda Galetti
Client: Hershey
Client Team: Marcel Sacco, Emerson Cação, Rodrigo Campos, Larissa Schreiner & Ana Fontes
