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Web Film
Hershey's Brazil: What's Your Dream?
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For the second consecutive year, Hershey Brazil brings the HERSHE campaign to International Women's Day, created by BETC Havas Sao Paulo. With the theme "She Dreams"and "Her Dream", the new edition turns the packaging of its traditional milk chocolate bars into an exhibition platform for the artistic work of eight women, in different expressions, and brings their talents as a way to achieve their dreams. The platform also offers workshops and masterclasses in partnership with Plano Feminino ONG. The insight came from the discovery of the two feminine pronouns HER and SHE within the packaging. With the success of the first year, the Brazilian campaign is being replicated in many countries as Porto Rico, India, and the US. The dancer Aline Constantino, photographer Filipa Aurélio, actress and poet Luz Ribeiro, poet Carolina Peixoto, illustrator Amanda Lobos, musician Indy Naíse, embroiderer Mitti Mendonça and the graffiti artist Regina Elias Ziza shared their talent in exclusive packaging. The 320k Hershey themed milk-chocolate bars will be available for sale in selected stores and at the brand's e-commerce. The packaging has also the AR technology experience for consumers bringing the art to life. To promote the platform, BETC Havas created a music video with the singer Yzalú, who stamped one of the packagings of the 2020 edition and now returns performing the song “what’s your dream?” created for the campaign. The music video also presents the universes of the eight artists of this year, promoting empathy with women's search for a society with more opportunities and conditions to make dreams a reality. Full of female references throughout the plot, the music video celebrates the legacy of great women like Frida Kahlo, Tarsila do Amaral, Angela Davis, among others. The appreciation of women's work is part of Hershey's DNA, which is under the global command of a woman CEO, Michele Buck, and has a staff of 52% women. “We want to engage in themes that are relevant to our society and bring our audience into positive conversations for significant changes. We are running a beautiful, responsible, and necessary campaign, which not only encourages and empowers talented women but also allows them to recognize themselves as the powerful women they are”, tells Larissa Diniz, marketing director LATAM by Hershey.
Account Team: Daniel Jotta, Nathalia Del Moral, Fabiane Veiga, Fernanda Modena, Izabel Petegrosso e Alexia Gomes. |
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