BETC Havas . Hershey's "The One-Word Dictionary" Showcase
Video Showcase for Hershey's "Her for She" Sisterhood Campaign
During the process of creating the 2022 " Her for She " campaign ( read and see here ), by Hershey's , the brand and BETC Havas realized that the word " sororidade " did not appear in several dictionaries . From there, came the idea of creating the “ Dictionary of One Word Only ”, a book with definitions of the term , written by women : " influencers" , rappers , activists , scientists , scene directors, among others, from their points of view . Among the participants are Katu Mirim, Ryane Leão, Kananda and Julia Pak.
100 dictionaries were produced , which will be sent to " influencers" . A movie (watch below) presents the book's creation process and details . In the end, a message is sent to publishers that they now have " plenty of definitions to put in their dictionaries ".
" It is difficult to believe that this word, such an important topic for us, does not have a definition in the Brazilian dictionary . May this be the beginning of a strong appeal for Brazilian dictionaries to keep up to date with this and many other needs ", defends Anna Ferraz , head of production at BETC Havas.
Agency | Client _
BETC Havas
Hershey's
Awards & Nominees _
CANNES LIONS
- 1 Shortlist // Design
EL OJO DE IBEROAMERICA
- 1 Silver //Graphic Production
- 1 Bronze //Print
CCSP (BRAZILIAN CREATIVE ANNUAL) 2022
- 1 In the Book //Design
- 1 In the Book // Art DIrection
- 1 In the Book // Copywriting
- 1 In the Book // Ilustration
CANNES LIONS
- 1 Shortlist // Design
EL OJO DE IBEROAMERICA
- 1 Silver //Graphic Production
- 1 Bronze //Print
CCSP (BRAZILIAN CREATIVE ANNUAL) 2022
- 1 In the Book //Design
- 1 In the Book // Art DIrection
- 1 In the Book // Copywriting
- 1 In the Book // Ilustration
Motionhand _
Motion Direction, Animation, Compositing, Type Motion and Post-production.
Motion Direction & Animation: Estevão Puggina
Creatives _
Creative Director: Marcelo Ribeiro
Art Direction: Philipe Demar
