11: BRAND PURPOSE (Brand Activism)

#HerSheGallery - #HerSheGallery - HERSHEYs Br JPG
#HerSheGallery - #HerSheGallery - HERSHEYs Br JPG
#HerSheGallery - #HerSheGallery - HERSHEYs Br MP4 1m:45s
#HerSheGallery - #HerSheGallery - HERSHEYs Br PDF

#HerSheGallery - HERSHEYs Br
#HerSheGallery

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#HerSheGallery - HERSHEYs Br - #HerSheGallery

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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
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: 38263
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. 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.
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