4: AMBIENT AND EXPERIENTIAL (Experiential)
#HerSheGallery - HERSHEYs Br
|Title of Entry:||#HerSheGallery|
|Entrant Company:||BETC São Paulo|
|Creative Agency:||BETC São Paulo|
|Creative Director:||Gabriel Sotero, Murilo Melo|
|Art Director:||Andre Batista, Diego Canhisares, Fernanda Peka, Milena Cabral|
|Copywriter:||James Doring, Rodrigo Casanovas|
|Chief Creative Officer:||Erh Ray|
|Account Executive:||Renan Santos|
|Account Manager:||Fernanda Modena, Izabel Petegrosso|
|Date of Release:||2020-05-03|
|Notes:||For years Hershey’s has been changing its packaging. But only in 2020 something occurred to us.
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.
Showcasing female talent, one bar at a time.
|URL Link (optional):||https://www.instagram.com/p/B9e9rGlF3Tp/|
|Other Credits:||ECD: Andrea Siqueira|
|Other Credits:||Media: Carlinha Gagliardi, Carlos Jordão, Julia Camargo, Dorilangio Souza|
|Other Credits:||Strategy: Agatha Kim, Renato Duo, Mirella Nascimento, Milena Nakata, Isabela Cury, Jessica Scaraficci|
|Other Credits:||Integrated Production Director: Anna Luisa Ferraz|
|Other Credits:||Production Team: Andrea Carmassi, Priscyla Farina|
|Other Credits:||Production Company: Modernista Creative Producers|
|Other Credits:||Directors: Alexandre Lucas, André Inácio; Executive Production: Marcelo Monteiro, Alexandre Lucas; Account: Iara Demartini, Marina Pimental; Production Company Creative Direction: Alexandre Lucas|
|Other Credits:||Post-production and editing: The End|
|Other Credits:||Sound Production Company: Canja Audio Culture; Account: Guga Costa, Ana Flor|
|Other Credits:||Advertiser: Marcel Sacco, Emerson Cação, Rodrigo Campos|