Philippe Demar
Art Director& Graphic Designer
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Her For She
Art Director / Graphic Designer
@ BETC Havas
In 2022, we took it a step further. HerShe became Her For She: a global SISTERHOOD movement (in Portuguese, SORORIDADE) created to support and uplift women’s talent.
We began by inviting seven women from seven different fields to star in a music video about SORORIDADE. The song was written by one of them—Katu Mirim, a well-known Brazilian rapper.
The video’s script and production were also led by female directors, supported by a team made up of female talent.
Then, we turned the video into an interactive platform. With a single click on thumbnails placed throughout the film, viewers could purchase these women’s products or learn more about their projects.
Since 2020, Hershey’s has been using its packaging as a canvas to promote the work of various women. In 2022, it was no different. We invited six artists to create pieces representing SISTERHOOD across six fields: Music, Art, Sports, Science, Entrepreneurship, and Activism.
Through QR codes placed on the artworks created by female talents, buyers could learn about influential women in each of these fields. Once again, we brought the Sisterhood concept into our communication.
During the development of this project, we realized that the word sororidade is still missing from most major dictionaries in Brazil. So, we created the One-Word Dictionary: Sororidade. (Watch the full project here.)