HERSHEY’S HerShe Project: Sweetening the World of Women in Art
HERSHEY’S HerShe. Supporting female artists, one bar at a time.
Hershey’s is more than just a renowned chocolate brand; it is a staunch advocate for recognizing and empowering women in Brazil. With a CEO like Michele Buck leading the way, the company has woven the spirit of gender equality into its very DNA. A remarkable 52% of Hershey’s employees are women, setting an example for the corporate world. In stark contrast, the world of art in Brazil has not been as inclusive, with only 6% of works on display created by women, as reported by MASP (São Paulo’s Art Museum). Recognizing this glaring gender disparity, Hershey’s embarked on an inspiring journey called the HerShe Project in 2020. This initiative has now transformed into a powerful platform, shining a spotlight on women artists and providing them with the support they need to thrive.
The Concept:
At the heart of this extraordinary endeavor is a simple yet brilliant idea – the discovery of the pronouns “HER” and “SHE” within the name Hershey’s. The iconic milk chocolate packaging was ingeniously transformed into a canvas to showcase the talents of eight young women who aspire to make a living through their art. It all started with 320,000 bars of chocolate, and from there, a platform was born to support female artists across Brazil.
A Resounding Success:
The results of the HerShe Project have been nothing short of spectacular. The HerShe bars not only satisfied chocolate cravings but also fueled a cause. Sales soared, surpassing the brand’s traditional milk chocolate version by an astounding 692%. This remarkable success demonstrates the power of combining business with a commitment to gender equality.
The eight artists who had their works featured experienced a remarkable 30% organic increase in their social media following. Their art reached a wider audience, and their dreams were given wings. Hershey’s didn’t stop at eight artists; it opened its doors to countless others. Hundreds of female artists had the privilege of having their work showcased on Hershey’s Instagram and website, adding to the platform’s momentum.
A Catalyst for Change:
The HerShe Project did more than just boost sales and provide exposure; it ignited a crucial conversation about gender equality within the art world. Hershey’s took a stance, and its actions spoke louder than words. It demonstrated that empowering women in the arts is not just a noble aspiration but an achievable reality. It inspired artists and audiences alike to question the gender imbalance within the art community and strive for a more equitable future.
Conclusion:
Hershey’s, with its HerShe Project, has carved a path towards gender equality in the art world. By harnessing its own name as a symbol of empowerment, Hershey’s has showcased the incredible talent of women in Brazil. The results are a testament to the power of purpose-driven initiatives in the corporate world. As the HerShe Project continues to grow, it is poised to make an even greater impact, not only in the art world but in society at large. Hershey’s is not just a chocolate brand; it’s a force for change and a champion of women’s dreams.
Credits
Advertising Agency: BETC Havas, São Paulo, Brazil
CCO: Erh Ray
Executive Creative Director: Andrea Siqueira
Associate Creative Director: André Batista
Creatives: Andrea Siqueira, André Batista, Rodrigo Casanovas, Fernanda Peka, Diego Canhisares, James Döring
Account Team: Daniel Jotta, Nathalia Del Moral, Fabiane Veiga, Fernanda Modena, Izabel Petegrosso, Alexia Gomes
Media Channels and Engagement: Carla Gagliardi, Ariane Finavaro, Carlos Jordão, Dorilangio Souza, Lucas Gonçalves
Strategy: Agatha Kim, Bianca Brandão, Gabriel Lopes
Content: Daniela Lima, Danielle Maio, Rodrigo Yoshizumi
Production: Anna Luisa Ferraz, Andrea Carmassi, Juliana Arantes, Luigi Dias, Tiago Hasegawa
Graphic Production: Gilmar Souza, Marcio Brusaferro, Plinio Alves, Carlos Valeriano
Technology: Jeferson Rodrigues
Production Company: Modernista
Executive Producer: Marcelo Monteiro, Alexandre Lucas
Film Director: Hanna Batista, André Inácio
Photographer: Milena Seta, Vinicius Alves Bock
Art Direction: Karla Salvoni
Post-Production: Guilherme Carneiro
Producer: Giba Pereira
Account: Iara Demartini
Audio Production Company: Canja
Sound Director: Lucas Sfair, Eduardo Karas, Filipe Resende
Producer: Levi Mynssen
Audio Account: Guga Costa
Coordination: Matheus Brandão
Masterclasses/workshops: Vivi Duarte / CEO Plano Feminino ONG
Client’s approval: Marcel Sacco, Larissa Diniz, Rodrigo Campos, Larissa Loureiro
This campaign is about:
Hershey’s HerShe Project, Women in Art, Gender Equality in Art, Female Artists in Brazil, Empowering Women, Artistic Talent Showcase, HerShe Chocolate Bars, Art and Gender Balance, Brazilian Women Artists
