BETC São Paulo São Paulo / São Paulo

ABOUT

For years Hershey’s has been changing its packaging. But only in 2020 something occurred to us.

Her.
She.
Noticed?

For International Women's Day, we made the strongest change ever. We turned real packaging into a canvas, and invited artists to showcase their work. But these are not commemorative packages. They're an exhibition. Each woman created something from scratch specifically for the “Her” and “She” wrappers.
In few days limited edition was sold out at supermarkets.

We also opened our social networks to invite all women to participate. The response was huge: illustrators, writers, singers, dancers and many more shared their work in order to be featured in the HerShe Gallery.
In 1 week we’ve had: 1 billion total impressions; US$300,000.00 in earned media; A limited edition sold out; And best of all: 100% positive feeling.

HerShe Gallery.
Showcasing female talent, one bar at a time.

Date created: December 2019 2019-12-01T00:00:00+0000
Date published: 8 September 2020 2020-09-08T14:58:08+0100

AWARDS

2020 PHNX Tribute Award

MADEIT CREDITS

  • Emerson CaçãoClient
  • HERSHEY's BrClient
  • Marcel SaccoClient
  • Rodrigo CamposClient
  • Alexandre LucasDirector
  • Ana FlorSound Production Company Account
  • André BatistaArt Director
  • André InácioDirector
  • Andrea CarmassiProduction
  • Anna Luisa FerrazIntegrated Production Director
  • Canja Audio CultureSound Production Company
  • Carlos JordãoChannels and Engagement
  • Diego CanhisaresArt Director
  • Dorilangio SouzaChannels and Engagement
  • Fernanda PekaArt Director
  • Guga CostaSound Production Company Account
  • Isabela CuryStrategy
  • Izabel PetegrossoAccount
  • Jessica ScaraficciStrategy
  • Julia CamargoChannels and Engagement
  • Marcelo MonteiroExecutive Producer
  • Marina PimentalProduction Company Account
  • Milena CabralArt Director
  • Modernista Creative ProducersProduction Company
  • Priscyla FarinaProduction
  • Renan SantosAccount
  • Renato DuoStrategy
  • Rodrigo CasanovasCopywriter
  • The EndPost-production and editing
  • * Murilo MeloCreative Director
  • * Gabriel SoteroCreative Director
  • * James DöringCopywriter
  • * Iara DemartiniProduction Company Account
  • * Milena NakataStrategy
  • * Erh RayChief Creative Officer
  • * Carlinha GagliardiChannels and Engagement VP
  • * Fernanda ModenaBrand e Business Director
  • * Agatha KimExecutive Strategy Director
  • * Andrea SiqueiraExecutive Creative Director
  • * André BatistaSenior Art Director
  • * Mirella NascimentoStrategy
  • * BETC São Paulo
Annual 2020 Shortlist#HerSheGalleryPackaging Project featured: on 1st September 2020

#HerSheGallery

*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*
*

Comments