HerShe
Hershey’s
Issue 56 | September 2020
Agency
BETC Havas
Creative Team
Chief Creative Officer Erh Ray Executive Creative Director Andrea Siqueira Creative Directors Gabriel Sotero, Murilo Melo Creative Team Andre Batista, Diego Canhisares, Fernanda Peka, James Döring, Milena Cabral, Rodrigo Casanovas
Production Team
Producers Anna Luisa Ferraz, Andrea Carmassi, Priscyla Farina
Other Credits
Account Management Fernanda Modena, Izabel Petegrosso, Renan Santos Strategy Agatha Kim, Renata Duo Mirella, Nascimento, Milene Nakata, Isabela Cury
Date
March 2020
Background
The brand Hershey's has Her and She in its name. This seemed no more than a recognition of the company culture, where 52% of Hershey's leadership was female, including Michele Buck, Global CEO, and Ana Costa, HR Director for Hershey Brazil.
In the run-up to International Women’s Day, Hershey’s set out to showcase the amazing creative talents of women around the world.
Idea
The wrappers of Hershey bars became canvases for six artists. Illustrators Ana Flávia, Alessandra Lemos, writer Luiza Mussnich and poet Camila Lordelo. QR codes on the packaging linked to singles from musicians Yzalú and Bruna Mendez.
Throughout March, other women artists were invited to share their work by using the hashtag #HerSheGallery so Hersheys could promote it on its social and digital channels.
Our Thoughts
One of the big talking points about “the new normal” is whether brands will have to have purpose to survive. Plenty of brands have talked the talk in messages of support for inclusivity and diversity but this is walking the walk. This is a campaign that must have made the people who work for Hershey’s feel as proud as the artists whose work they are celebrating.