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

STEM for Girls is an initiative launched in India by IBM in 2019 to improve education and career pathways for girls in government high schools. Our vision is to prepare over 200,000 high school girls here in India, across multiple states, through a 3-year program to pursue and understand their potential in STEM careers.

IBM has joined forces with partners Quest Alliance and American Indian Foundation Trust to take this program to government schools in select cities. In the last two years, IBM has reached over 140,000 students through 1,200 schools.

In Colombia, the lockdown due to COVID-19 lasted almost two years. During this time, home violence reports dropped, getting dangerously close to zero. This turned on the alarm because, according to statistics, the country has been among the sexiest and most violent towards women in the last 70 years.

With two of the most recognized chefs in the country, Maisa Foundation created 45 minutes cooking Instagram LIVE that looked normal at first sight. Still, it allowed women to make a secret report by adding to the recipe rosemary, parsley, or cilantro as a final ingredient and publishing a photo of the dish in a story with the hashtag #ItIsTimeToDoIt. This signal alerted us of abuse without calling the attention of the aggressors. After the LIVE, a specialized Maisa Foundation team gave the victim personalized legal orientation.

Credits
Client: Maisa Foundation (Fundación MAISA)
Advertising Agency: Ariadna Communications Group, Bogotá, Colombia
Campaign category: Public Interest, NGO, Health
Regional Chief Creative Officer: Andrés Riaño
Head of Art: Gabriel Perdomo
Creative Director: Samuel Torres
Senior Art Director: Sergio Vega
Art Director: Angie Giraldo
Copywriter: Andrés Riaño, Samuel Torres
Account Executive: Laura Cecilia Rodríguez
Production: Fishbowl Audiovisual
Film Director :Mateo Chávez, Camilo Báez
Post-production: La Combi Productions
Post-production director: Andrés Villegas
Editor and Animator: Jonathan Vargas
Sound Studio: Laika Studio
Sound Producer: Carlos Calvo

80% of women are unhappy with what they see in the mirror and try to hide parts of their skin such as freckles, wrinkles and stretch marks. At Dove, they made a tribute to the skin through the iconic soap bar that we always see as smooth and perfect, this time revealing those factory details such as cracks and slits that, just like the marks on the skin, make part of real beauty. #RealSoaps

Credits
Campaign: #RealSoaps
Brand: Dove
Advertising Agency: MullenLowe SSP3, Bogota, Colombia
Film Director: Alejandro Ranchez
Photographer: Francisco Giraldo

Ariel: When we #SeeEqual, we #ShareTheLoad

Why is it easier for men to divide household responsibilities with each other but not with their wives? 83% of women feel that men don’t see women as equal when it comes to housework. Continuing the conversation on equality within households, Ariel launches the 5th edition of #ShareTheLoad to urge men to drop their biases. Because when we #SeeEqual, we #ShareTheLoad

Levi’s: Because of You, #IShapeMyWorld

When one woman shapes her world, she paves the way for other women to shape their own fearlessly. For Mandira Bedi, Hima Das, Tanya Appachu and Dr Kriti Bharti, their worlds have been shaped by women who paved a path for them. Today they can say – Because of You, #IShapeMyWorld.

Vivo: This #WomensDay let’s celebrate the #JoyOfEquality

A woman. Her many roles as a mother, sister, wife, daughter face discrimination of various kinds throughout her life are known to us. Society’s invisible lens of inequality moulds her to pose as the perception of what a perfect woman is in its eyes.

Tata Pravesh: Soch Badlo

The campaign theme for International Women’s Day [IWD] 2022 – #BreakTheBias – encourages us to imagine a gender-equal world, free of bias, stereotypes and discrimination. A world that is diverse, equitable and inclusive.

Prega News: She Can Carry Both

Being a mom is extremely rewarding, but does that ever take a toll on your ambitions and dreams? This Women’s Day with Prega News, it’s time to break free from the nay-sayers of society and bring in confidence to women that #SheCanCarryBoth!

Google: #SearchForChange – Google India

Sometimes just one voice, brave enough to speak up and find the answers can create a wave of change. Presenting Manjha – an ode to those who #SearchForChange ❤️ @TheRajaKumari @swanandkirkire @thehappydance @joyeetad17 pic.twitter.com/cx1z7h5iVm

— Google India (@GoogleIndia) March 7, 2022

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Tags: Wunderman Thompson, Vivo Joy Of Equality, Women’s Day 2022, creative campaigns, Gender Bias Ads, Gender Equality Ads, Levi’s I Shape My World, Google Search For Change, Brand campaigns, #IWD2022, International Women’s Day

Hijack Hollywood’s favorite tactic. They created a For Your Consideration campaign, which Hollywood normally uses to promote movies for awards, to promote women in Hollywood. Not for an award. For a job.

The campaign features posters that spotlight women writers, female directors, composers, producers, females in film industry, and actors with endorsements from notables in entertainment like Quincy Jones, Spike Lee, Sia, Diane Warren, Ang Lee, Issa Rae and Sir Patrick Stewart.

For more information visit: https://womeninfilm.org/fyc/

Credits
Agency Network: Saatchi & Saatchi
Holding Company: Publicis Groupe

Lovima This Pill Has Been Liberated. A contraceptive pill without prescription

The women’s liberation movement of the 60s saw the introduction of the contraceptive pill. 60 years later the pill has now been liberated.

Campaign juxtaposes these two important moments in history — bringing things up to date by showing that oral contraception is now in the hands of women — giving them more control over their bodies and lives.

28 Too Many launched a poster campaign ‘Mutilated Words’ using handcrafted Arabic calligraphy and carefully chosen words, mutilated and stitched back together, just like the victims of FGM.

The words reflect the physical, psychological and social damage. They used paper that mimicked the skin’s colour and texture, made from material that can’t be vandalized. They put the decision in people’s hands, urging them to pull the thread. The words unfold to reveal a hidden letter that changes their entire meaning to reflect positivity and hope. Inhuman becomes human; Pains becomes dreams; Accept becomes Condemn; Despair becomes Joy; Cruel becomes Civilized; Consent becomes Defiance. With each word, the agency revealed a fact that educated people about FGM and drove home the message: “Some things can’t be undone”, encouraging people to say no to this awful practice.

Credits
Campaign: Mutilated Words
Advertising Agency: Impact BBDO Dubai
Brand: 28 Too Many

To do so, they’ve partnered with influencers across social media that will launch their campaign through a call to action with the hashtag #WeAreEssential. This call to action will encourage small female-owned businesses to pledge a product or service to the cause to help support these essential women. Influencers will then choose one of these businesses to support financially to provide donations to the cause. Finally, family and friends of essential female workers will nominate them to receive these promotional deals and products from supporting businesses. As a bonus, whenever our hashtag is trending, Twitter’s interface will change to display an array of bright colors confetti that celebrates our essential workers.

Credits
Advertised brand: Time’s Up
Website: https://timesupnow.org
Advert title(s): Two acts of kindness with one tweet
Media: Integrated, Social
Advertising School: Miami Ad School, San Francisco
Agency website: https://miamiadschool.com/
Art Directors: Aarti Thamma, Cherise Chuck
Copywriters: Jackson Wahl, Jason Kim

Credits
Brand: Unilever
Product: Dove
Campaign: #StopTheBeautyTest
Advertising Agency: Ogilvy India
Chief Creative Officers: Harshad Rajadhyaksha, Kainaz Karmakar
Vice Chairperson, Chief Client Officer, Ogilvy India: Hephzibah Pathak
Office Leader Ogilvy India (West): VR Rajesh
Senior Executive Creative Director: Zenobia Pithawalla
Executive Creative Director: Mihir Chanchani
Chief Strategy Officer: Prem Narayan
Vice President, Planning: Abigail Dias
Executive Vice President, Account Management: Walter Noronha
Vice President, Account Management: Dharal Goshalia
Account Director: Sanam Chowdhry
Account Executive: Freea Bhikhaji
Production House: Chrome Pictures
Director: Amit Sharma
Executive Producer: Abhishek Notani

New global research commissioned by Tommee Tippee revealed that a staggering 93% of mothers felt their mental, physical and emotional struggles with feeding had gone unacknowledged. With the continued debate around breastfeeding in public spaces or social media platforms, it’s no surprise that only 1 in 10 young mums said they felt comfortable breastfeeding in public; almost a quarter even felt embarrassed to feed in front of their friends, yet alone elsewhere!

Life-giving you is bringing a baby into the world, and you’re about to become their universe. The one they reach for love, warmth, milk, and comfort.
 

 
Credits
Agency: Manifest
Campaign: The Boob Life
Client: Tommee Tippee

Lux, India’s leading soap brand launched ‘The Soap with a Lump’ an initiative by Unilever and Wunderman Thompson to help detect breast cancer in its infancy. The iconic soap was redesigned with a difference. It had a visible lump on it. The innovation encourages women to examine their breasts for any abnormality, while in the shower. There is no better time to remind women to check their breasts than when they are alone in the privacy of their bathroom.

75% of women in India shy away from checking themselves for signs of breast cancer. Something about touching their breasts makes them uncomfortable. Lux wanted to find a way to encourage self-examination, so it redesigned its product. The Soap with a Lump alerts women when they are in the shower and uninhibited. In collaboration with the Indian Cancer Society, The Soap with a Lump was introduced to women through screening camps. It started a conversation about self-examination and is now being extended across India through ICS initiatives.

Unilever and Wunderman Thompson collaborated with technical experts, designers, soap manufactures and a leading cancer oncologist to design the first-ever soap that uses touch to help alert women, to be on the lookout for signs of anything irregular.

This initiative was presented at the breast cancer screening camp conducted by the Indian Cancer Society (ICS) at Vasai, Maharashtra. Women of different age groups were given the soap along with a leaflet that educated them on the importance of breast awareness. Future plans include a collaboration with the Indian Cancer Society(ICS) in spreading breast awareness and education among women across India.

A soap that helps women feel beautiful and can perhaps help save a life.

Commenting on the initiative, Samir Singh, Executive Vice President, Global Skin Cleansing, Unilever, said, “This initiative is personal. Everything about it and the people involved in bringing it to life – across Unilever/Lux, Wunderman Thompson and the Indian Cancer Society is personal and done with the sole objective of increasing awareness about breast cancer. The moment of the shower is a quiet, private and reflective moment.

A moment where we want to encourage women to think about beauty holistically and what that entails not just for their appearance but also for their health – by helping them do a quick check for early signs of breast cancer, a disease whose cure is contingent on early detection. That’s the power of a humble bar of soap, that’s the power of creative thinking integrated into a business with purpose. We feel very strongly about this innovation and its potential to have a lasting impact!”

Tista Sen, Regional Creative Director, Wunderman Thompson, South Asia adds, “A human truth is what drives a simple idea, and this is amply evident in the Soap with a Lump. Women are alone in the shower when they are bathing, and this is an ideal moment to alert her to check her breasts for any abnormality. Breast cancer when detected early can help save a life.

And the soap you use to bathe can help. Beauty is not one dimensional but embraces everything that encourages a woman to take charge of her life and her body. And it is this belief that encourages Lux to start a conversation that originates in the shower but eventually becomes a rallying cry for women across the world.”

Tags:
Product Innovation, Awareness Campaign, India, Public Interest

However, Bluebella is not the only name here that deserves due credit. Meaningly, an advertising agency named My Perfect Cousin acted as the creative force behind the campaign.

All in all, Bluebella organised the world’s biggest online fashion show and we’re all better for it. Moreover, the campaign felt like an expression of solidarity by the fashion industry. Thus, we feel that it is more than a meagre publicity stunt.

Panty Wall. Smell Of A Fat Chick. Girlfriend Skiing. Lady Wildcats. These are not just some random derogatory terms stringed together by us. These are, in fact, just a few of the many sexist terms, slangs, and phrases you will hear in the outdoors. These terms, obviously, were coined by men. They are names of rock climbing routes, a skiing technique, and female athletic teams respectively, making the outdoors an uncomfortable space for women.

But, in order to encourage and inspire the next generation of female explorers, The North Face has decided to Change The Face Of It, forever.

This project was created for One Show’s Young Ones Brief Awards and has secured a merit position.

Credits:
Copywriter: Khushali Bhansali
Art Director: Vidhi Agarwal, Siddhant Karale, Nihal Bambulkar
Advertising School: Miami Ad School, Mumbai

Tags:
Women, female explorers, Digital Film, TV, Brand Film, Young Ones Student Awards, The One Club, Young Ones Competition

Playing the role of an enabler, Adidas invites women to pursue an ongoing quest for personal betterment by overcoming all social and psychological barriers. The campaign reframes ‘Fast’ away from the traditional concept of speed, towards that of a personal feeling and empowerment of being Faster Than challenges that might hold one back from fulfilling their potential.

Celebrating inspirational stories of Saikhom Mirabai Chanu, a Padma Shri Awardee and a World Champion in Weightlifting, Himanshi Goyal, a proponent of body-positivity, and Nishriin Parikh, a 53-year-old professional body-sculptor, Adidas aims to encourage increased participation of women in sport. It seeks to leverage the power of sport to overcome stereotypes, prejudice and adversity, push past barriers, and only focus on the positive impact sport can have on you.

Excited about the launch of the film, Mirabai Chanu, Padma Shri Awardee commented: “In our society, weightlifting has always been perceived as a male-dominated sport, it took a lot of courage to break this stereotype. My success at the international level showcases that sport doesn’t care about gender or stereotypes and for me FAST is all about pushing my limits and unleashing my potential in the quest of becoming the best.”

On the launch of this campaign, Mr Manish Sapra, Senior Brand Marketing Director, Adidas India, said: “At Adidas, sport is in our DNA, and we believe that ‘Through Sports, we have the power to change lives’. As part of our 2020 strategy, we will be focusing on ‘Women in Sport’ to inspire more women in India to take to a healthier life through sport and fitness. We feel sport doesn’t discriminate between genders and the playing field is the same for all. ‘Faster Than’ is the extension of this thought, bringing it to life by focusing on three inspiring stories to break various stereotypes.”