18: CRAFT (Outstanding Art Direction (print))

Bitter, but Good - HERSHEYs - Bitter, but Good - HERSHEYs Br JPG
Bitter, but Good - HERSHEYs - Bitter, but Good - HERSHEYs Br JPG
Bitter, but Good - HERSHEYs - Bitter, but Good - HERSHEYs Br JPG
Bitter, but Good - HERSHEYs - Bitter, but Good - HERSHEYs Br JPG
Bitter, but Good - HERSHEYs - Bitter, but Good - HERSHEYs Br JPG

Bitter, but Good - HERSHEYs Br
HERSHEYs - Bitter, but Good

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Bitter, but Good - HERSHEYs Br - HERSHEYs - Bitter, but Good

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Title of Entry: Bitter, but Good
Brand: HERSHEYs Br
Product/Service: HERSHEYs - Bitter, but Good
Client: HERSHEYs Br
Entrant Company: BETC São Paulo
Creative Agency: BETC São Paulo
Craft Leader(s): Andrea Siqueira
Creative Director: Andrea Siqueira, Lucas Ribeiro, Alexandre Kazuo
Art Director: André Batista, André Ignatiuk
Copywriter: Gabriel Sotero
Chief Creative Officer: Erh Ray
Sector: 38263
Account Executive: Maíra Castro
Account Manager: Daniela Keller, Fernanda Modena, Izabel Petegrosso
Illustrator: André Ignatiuk
Date of Release: 2019-04-30
Photographer: Estúdio Genga
Notes: Under the motto "Bitter, but good," BETC/Havas takes to social networks and newspapers for a campaign to promote Hershey's Half Bitter chocolate. The campaign brings in a series of ads and Instagram stories with situations that, at first glance, may seem bad, but in fact, turn out to be being positive, to show that Hershey's bittersweet chocolate tastes great. The series of ads plays with news that could be bitter and ends up becoming good, like an overbooked flight, a contract that was suspended, a sentence to work voluntarily in a panda puppy shelter, a vacation canceled and also a football player who did not make the team. In all these scenarios, unlikely outcomes come true. The passenger of the plane is taken to first class, the professional receives another offer to work in the Caribbean, the sentence of the culprit is not so "bad."The campaign was available on the brand's Instagram and also in the ad format in newspapers.
Other Credits: ECD: Andrea Siqueira
Other Credits: Media: Carlinha Gagliardi, Ariane Finavaro, Marcel Santos
Other Credits: Strategy: Agatha Kim, Murilo Oliveira, Milena Nakata, Ellen Rodrigues
Other Credits: RTV Production: Anna Ferraz, Renata Fabri
Other Credits: Motion: Isaias Campos
Other Credits: Graphical Production: Gilmar Souza, Carlos Valeriano, Plínio Junior, Márcio Brusaferro, Marcos Nascimento, Adriana Wrege, Sabrina Zilli
Other Credits: Advertiser: Marcel Sacco, Emerson Cação, Rodrigo Campos, Maitê de Carvalho