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Döring. James Döring 


Her. She.


Noticed? So, Women have been in Hershey's name since 1894, but no one has ever noted. 
In 2020, we made space for them in our chocolate bars to show more than this, showcasing their artistic talent as singers, writers, illustrators, and more.
We've proved there are many huge, talented her and she is right in our face, just waiting for us to see them.
This project became a brand platform and was scaled globally.  I've the privilege to create the year 1, 2 and 4 (in another agency)

Year 1:




Copy: The first chocolate which actually is good to your ears.
Copy: Best seller at the treat section.
Copy: Good music sticks to your mouth.
Copy: Renaissance. Impressionism. Surrealism. Chocolatism.







@Betc/Havas
Copywriters: James Döring, Rodrigo Casanovas
art directors: Diego Canhisares, André Batista, Fernanda Peka, Milena Cabral
CD: Gabriel Sotero, Murilo Melo
ECD: Andrea Siqueira
Audio: Canja
Video: Modernista


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HerShe Year 2  
Following the success of the HerShe project in 2020, the 2021 edition focused on women's dreams.
We made a music video with Yzalú, one protagonist of the first year wrapper.
Besides using Hershey's packages to showcase the different talents of women who dream of making a living with their art, we started a mentorship program with "Plano Feminino", an NGO that works in the suburbs and is made by women for women.

The music video:


Copy: From the walls to the shelves.
Copy: Reading is food. And vice versa.
Copy: Do I daydream? Oh, baby, I dance dreaming.
Copy: Each artist carries a piece of every woman in their art.
Copy: Another art passed down from mum to daughter: dream big.
Copy: Dream can't be bought. Can't be sold. Only conquered.
Copy: Some dreams have been made to be seen.



Hundreds of women also shared their art to stamp the virtual gallery on @hersheysbr Instagram account, here are some of them:




The full videocase:


@Betc/Havas
Copywriters: James Döring, Rodrigo Casanovas
Artc Directors: Diego Canhisares, André Batista, Fernanda Peka, Milena Cabral
CD: Gabriel Sotero, Murilo Melo
ECD: Andrea Siqueira
Audio: Canja
Video: Modernista






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