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

They partnered with local Latin artists and restaurants in Miami to bring unique art to your door, all while supporting the vibrant community that keeps Miami alive.

Here’s how it works:
Order authentic Latin dishes to own exclusive art: They’ve partnered with seven Miami-based, well-known Latin artists, to celebrate their respective heritages. By ordering authentic dishes from local restaurants, customers can acquire unique local art. For example, a Peruvian restaurant will feature art from a Peruvian artist.

Credits
Advertising Agency: We Believers
Campaign: Art For Foodies
Client: DoorDash

This jarring disparity felt by women artists inspired action from LIFEWTR, a brand who believes “art is as essential to life as water.” They began by showcasing new works from “Women in Art” on 20 million LIFEWTR bottles.

Then they created “new galleries” for women by turning media spaces into an “Open Gallery”, featuring #ArtByAWoman. They launched in Lincoln Center, NYC, with a 60-foot gallery wall. This live event painted a world where half of the world’s art “went missing”— revealing a live show and work from emerging female artists.

Next, they shared the event film to raise visibility and invited everyone to share #ArtByAWoman. Thousands of artworks were shared on social, so they turned @LIFEWTR (Instagram) into a digital Open Gallery.

Finally, they transformed some of the most high profile OOH spaces (Times Square, World Trade Center, Wrigley Field) into an Open Gallery of #ArtByAWoman.

Result
Open Gallery surpassed all expectations and drove the outcomes of increased awareness and conversation around the issue. #ArtByAWomen was mentioned around 8,000 times on Instagram and Twitter during the campaign period. The hashtag that was virtually unused before the start has become a true ‘Open Gallery’ for celebrating women’s art. The hashtag is still used dozens of times per day, with the current total number of women’s artworks reaching over 17,000, creating a thriving conversation. The video and social content sparked an exchange of ideas and debate, where people supported the movement from others who disagreed about the impact.

#ArtByAWoman drove results for LIFEWTR, helping prove that a brand can drive both purpose and business objectives. The campaign contributed to one of the most massive increases in brand awareness for LIFEWTR in 2017, 3% overall and 9% amongst millennials. In its first year alone, LIFEWTR became a $200MM brand – the fastest growing water brand in the category.

Credits
Advertising Agency: R/GA, Chicago, USA

This campaign is about:
Experiential campaign, Non-Alcoholic Drinks, LIFEWTR, #ArtByAWoman, Outdoor campaign, OOH, Artist

This video campaign prepared by Miami Ad School presented the contrasting idea that the rich spend exorbitant amounts of money on buying art, and yet fail to understand the severity of the food wastage crisis. A gallery exhibition showcasing the work of renowned artists made the campaign even more impactful. But, the caveat was that all the art pieces displayed at the exhibition had one striking feature. The artists used paint derived by turning food waste into color for the creation of all the artworks on display. The audience at the gallery was later allowed to place bids for the artworks. However, the materials used in the making of the artworks were unbeknownst to them. By the end of the exhibition, the audience was made privy to this secret. Their reaction at the end painted a clear picture of the campaign’s effectiveness.

We feel that The Art We Waste made judicious of the understanding of human psychology to deliver its message. Given the urgency that resides over the need to tackle food waste, we need such campaigns to advocate for the cause.

Credits
Advertising School: Miami Ad School, Spain
Ad: Andrea Serrano Villaverde
Ad: Sergio Martín Méndez
Copy: Stefanie Salguero

Tags:
Food waste, Awareness Campaign, Social Experiment, Outdoor, Art, Artist, Hellmann’s

This contest is a golden opportunity for women artists to gain worldwide recognition by painting a canvas that expands on a global scale – a United Airlines Boeing 757 aircraft! Yeah, it can be your chance to give wings to your artistic dreams! It’s shocking to know that only 12% of art displayed in museums is by women despite 50% of artists being women. It’s time for girl power to rise; and rise high n the sky!

United Airlines Her Art Here — Her Art Here (#HerArtHere)

Credits:
Agency: Laundry Service
Campaign: Her Art Here
Client: United Airlines

Tags:
Women’s History Month, United Airlines Her Art Here, Her Art Here, Painting, Artist, traveling, Boeing 757, Shantell Martin, United Airlines Ads, Cycle Media, Outdoor, outdoor campaign

Source: http://barbaradanielsart.com
This Campaign is about:
Creative Print campaign, Creative advertisements, Creative design ideas, Creative Print Ads, Print Ads, Print Adverts, Barbara Daniels, Illustrator, Artist, Advertising campaigns, Social media campaign

A woman’s life is so complex that men simply can’t handle it.
Credits: Agustina Guerrero

Nine renowned illustrative artists from around the world selflessly teamed up with the Face This foundation and designed the 2014 T-shirt collection for the Dutch based charity. All artists created their T-shirt with drawings made by underprivileged kids living in Bogor, Indonesia. The tees are available through facethis.org and the profits made will be used to improve the community center of the kids. The artists also donated their original drawings to Face This which it will use to generate extra funding for the kids in Bogor. Dutch top photographer Jaap Vliegenthart photographed the 2014 Face This T-shirt collection.

For artist Ana Benaroya the collaboration was truly inspiring: ‘I love the Face This process and to me the kids’ drawings are inspiring to work with. It’s what I aspire to achieve in my drawings.’ The artists involved are:

Marguerite Sauvage (Louis Vuitton, YSL, Vogue, Elle)
Cecilia Carlstedt (Victoria’s Secret, Paul Smith, Victoria Beckham)
Billie Jean (Stella McCartney, Nike, Yoko Ono)
Kate Gibb (The Chemical Brothers, Levi’s, Adidas)
Ana Benaroya (Burton, Ralph Lauren, New York Times)
Dan Page (O Magazine, New York Times, Marie Claire)
David Despau (The New Yorker, Burton, Warner Bros.)
KT Smail (Converse, Macy’s, Seventeen)
Frida Wannerberger (Tetra Pak, Sommerset)

Source: hideyourarms