By continuing to use The Drum, I accept the use of cookies as per The Drum's privacy policy

Hershey's: #HerSheGallery by BETC Sao Paulo

Client: Hershey's
Date: Mar 2020
Your Vote
4/5
Overall Rating
5/5
Opps, please vote again
4 votes

You probably haven't noticed until now, but the brand Hershey's has Her and She in its name. That was the starting point, in partnership with BETC São Paulo, to promote and value female talent. The campaign, called #HerSheGallery, transforms the milk chocolate package, brand's most traditional, into a space to expose the work of musicians, illustrators, poets, photographers, florists and many other brilliant women, during the month of International Women's Day.

For the physical packaging, six artists were brought to the light, having their work stamped on the wrapper: Ana Flávia (@affnana) and Alessandra Lemos (@loleland), both illustrators. Luiza Mussnich (@luizamussnich) and Camila Lordelo (@euliricas), writer and poet respectively. As for music, Yzalú (@yzalu) and Bruna Mendez (@brunamendez), have their photos accompanied by a QR code linked to their current singles. Yzalú (@yzalu) is also the voice behind the film promoting the campaign.

In order to potentialize the talent showcase, the brand will publish the work on its social networks and digital channels. The intention of sharing the artists with the audience also extends to the final target: other female talent will be able to post their work using the hashtags #HerShe and #HerSheGallery and have the brand sharing their artistry on its channels.

The recognition of women's work is already part of the brand's culture: 52% of Hershey's leadership is female, including Michele Buck, global chief executive.

Credits

Agency BETC/Havas

Client: Hershey's

CCO: Erh Ray

Executive Creative Director: Andrea Siqueira

Creative Director: Andrea Siqueira, Gabriel Sotero e Murilo Melo

Creative Team: André Batista, Diego Canhisares, Fernanda Peka, James Döring, Milena Cabral, Rodrigo Casanovas.

Account: Fernanda Modena, Izabel Petegrosso e Renan Santos

Media: Carlinha Gagliardi, Carlos Jordão, Julia Camargo e Dorilangio Souza

Strategy: Agatha Kim, Renato Duo, Mirella Nascimento, Milena Nakata, Isabela Cury e Jessica Scaraficci

Producer: Anna Luisa Ferraz, Andrea Carmassi e Priscyla Farina

Artist Ana Flávia, Bruna Mendez, Camila Lordelo, Lole, Luiza Mussnich e Yzalú

Voice of the film: Yzalú, cantora participante do projeto

Photographer: Genga Estúdio

3D Producer: Origolab

Editing: Tiago Hasegawa

Sound Production Company: Jamute

Account: Kiki Eisenbraun e Sabrina Geraissate

Coordinator: Juliana Zuppo e Cassia Garcia

Sound Design: Fernanda Galetti

Advertiser: Marcel Sacco, Emerson Cação, Rodrigo Campos, Larissa Schreiner e Ana Fontes