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.
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