HERSHEYs Br: #HerSheGallery, 5

Credits & Description:

Title of Entry: #HerSheGallery
Brand: HERSHEYs Br
Product/Service: #HerSheGallery
Client: HERSHEYs Br
Entrant Company: BETC São Paulo
Creative Agency: BETC São Paulo
Duration of Entry: 01:45
Judging URL: https://www.instagram.com/p/B9e9rGlF3Tp/
Live site URL: https://www.facebook.com/HersheysBR
Creative Director: Gabriel Sotero
Creative Director: Murilo Melo
Art Director: Andre Batista
Art Director: Diego Canhisares
Art Director: Fernanda Peka
Art Director: Milena Cabral
Copywriter: James Doring
Copywriter: Rodrigo Casanovas
Chief Creative Officer: Erh Ray
Account Executive: Renan Santos
Account Manager: Fernanda Modena, Izabel Petegrosso
ECD: Andrea Siqueira
Media: Carlinha Gagliardi, Carlos Jordão, Julia Camargo, Dorilangio Souza
Strategy: Agatha Kim, Renato Duo, Mirella Nascimento, Milena Nakata, Isabela Cury, Jessica Scaraficci
Integrated Production Director: Anna Luisa Ferraz; Production Team: Andrea Carmassi, Priscyla Farina
Production Company: Modernista Creative Producers; Directors: Alexandre Lucas, André Inácio; Executive Production: Marcelo Monteiro, Alexandre Lucas; Account: Iara Demartini, Marina Pimental
Production Company Creative Direction: Alexandre Lucas
Post-production and editing: The End
Sound Production Company: Canja Audio Culture
Account: Guga Costa, Ana Flor
Advertiser: Marcel Sacco, Emerson Cação, Rodrigo Campos
Date of Release: 2020-05-03
Notes: 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.