Hershey's - "Hershe – One-Word Dictionary"

BETC HAVAS

BETC HAVAS São Paulo, Brazil

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Это объявление является частью "ACT Responsible Collection"

Бренд: Hershey's
Страна: Brazil

Рекламодатель: The Hershey Company

Заголовок	Hershe – One-Word Dictionary
Заголовок (оригинальный язык)	DICIONÁRIO DE UMA SÓ PALAVRA
Агентство	BETC HAVAS
Кампания	One-Word Dictionary
Рекламодатель	The Hershey Company
Бренд	Hershey's
Дата первой трансляции/Публикации	2022 / 5
Бизнес сектор	Шоколад
философия	One-Word Dictionary: Brazilian Female personalities create concepts for the word “sororidade” (sorority in English) Created by BETC HAVAS, the initiative continues the HerShe platform by Hershey’s, brings several meanings to the word that is still absent in the main dictionaries in Brazil The main Portuguese dictionaries have thousands of lexical units and meanings that make us even assume that, in the compilation, there are all the unimaginable words of Portuguese. However, during the process of creating the 2022 Her for She campaign, part of Hershey’s HerShe empowerment platform, the client and BETC HAVAS were surprised to find that the word ‘sororidade’ (sorority in English) was not in almost any dictionary. It was then that the idea of creating the “One-Word Dictionary” was born: an entire book with definitions of the term and entirely written by those who understand the subject the most: women. For the elaboration of the limited edition of the One Word Dictionary, influencers, rappers, activists, scientists, film directors and many other women were invited to write the definitions of sisterhood from their points of view. Among the personalities are Katu Mirim, Ryane Leão, Kananda, Julia Pak and many others who bring a little of their experiences of being female to each line of the book. To present the dictionary, BETC HAVAS São Paulo created a video that presents the entire creation process and details of the book, with intense texts and colors. In the end, there is the strong message to publishers that they now have plenty of definitions to put in their dictionaries. In all, 100 dictionaries were produced and will be sent to influencers across the country. The action also has publicity on social networks and Youtube. With this new project, Hershey's continues its initiative to give visibility to female talent and foster debate among men and women of all ages about the fight for gender equality, which began in 2020 with the launch of HerShe, one bar at a time.
Тип медиа	Анализ ситуации
Длина	61 seconds
Главный креативный директор	Erh Ray
Креативный вице-президент	Andrea Siqueira
Креативный директор	Marcelo Ribeiro
Ассоциированный креативный директор	Victor Castelo
Креативная команда	Edwyrgs Vargas
Креативная команда	Eduarda Vidaurre
Креативная команда	Júlia Malavazzi
Креативная команда	Karina Antunes
Креативная команда	Vanessa Zimerer
Креативная команда	Fernanda Peka Campos
Креативная команда	Fernando Fregate
Креативная команда	Philippe Demar
Креативная команда	Lucas “Madu”
Креативная команда	Pedro Arvati
Креативная команда	Guilherme Markert
Креативная команда	Iedo Gualberto
Креативная команда	Raul Lima
Директор рабочей группы клиента	Fabiane Veiga
Junior Account Manager	Rebecca Nociti
Руководитель группы по связям с рекламодателями	Giovana Pagliarini
Content Director	Daniela Lima
Менеджер сообщества	Yasmin Ribeiro
Менеджер сообщества	Carina Nascimento
Производство	Anna Luisa Ferraz
Видеосредства реального времени	Juliana Arantes
Видеосредства реального времени	Andrea Carmassi
Видеосредства реального времени	Cindy Cardoso
Графическое производство	Gilmar Souza
Графическое производство	Carlos Valeriano
Графическое производство	Plínio Junior
Графическое производство	Márcio Brusaferro
Графики движения	Motionhand Filmes
Иллюстрация	Estúdio Olho Bala
Approval Client	Larissa Diniz
Approval Client	Camila Ribeiro
Approval Client	Rodrigo Campos