11: BRAND PURPOSE (Brand Activism)
#HerSheGallery - HERSHEYs Br
|Title of Entry:||#HerSheGallery|
|Entrant Company:||BETC São Paulo|
|Creative Agency:||BETC São Paulo|
|Duration of Entry:||01:45|
|Live site URL:||https://www.facebook.com/HersheysBR|
|Chief Creative Officer:||Erh Ray|
|Creative Director:||Gabriel Sotero, Murilo Melo|
|Art Director:||Andre Batista, Diego Canhisares, Fernanda Peka, Milena Cabral|
|Copywriter:||James Doring, Rodrigo Casanovas|
|Account Executive:||Renan Santos|
|Sector:||CONFECTIONERY & SNACKS|
|Account Manager:||Fernanda Modena, Izabel Petegrosso|
|Production Company:||Production Company: Modernista Creative Producers|
|Producer:||Executive Production: Marcelo Monteiro, Alexandre Lucas|
|Date of Release:||2020-05-03|
|Director:||Alexandre Lucas, André Inácio|
|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.
|Sound Studio:||Canja Audio Culture|
|Post Production Company:||The End|
|URL Link (optional):||https://youtu.be/sS2k4VruEwQ|
|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 Account: Iara Demartini, Marina Pimental|
|Other Credits:||Production Company Creative Direction: Alexandre Lucas|
|Other Credits:||Sound Production Company Account: Guga Costa, Ana Flor|
|Other Credits:||Advertiser: Marcel Sacco, Emerson Cação, Rodrigo Campos|