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 _
BETC Havas
BETC Havas
_ Client _
Hershey's
Hershey's
_ Awards & Nominees _
Cannes lions
1x Shortlist | Design
1x Shortlist | Design
EL OJO de Iberoamerica
1x Silver | Graphic Production
1x Bronze | Print
1x Silver | Graphic Production
1x Bronze | Print
CCSP (Brazilian Creative Annual) 2022
1x In the Book | Design
1x In the Book | Art DIrection
1x In the Book | Copywriting
1x In the Book | Ilustration
1x In the Book | Design
1x In the Book | Art DIrection
1x In the Book | Copywriting
1x In the Book | Ilustration
_ Motionhand _
Motion Direction, Animation, Compositing,
and, Type Motion.
Motion Direction, Animation, Compositing,
and, Type Motion.
Motion director: Estevão Puggina
Animation & Compositing: Estevão Puggina
Animation & Compositing: Estevão Puggina
_ Creatives _
Creative Director: Marcelo Ribeiro
Art Direction: Philipe Demar
Illustration Art: Olho Bala
Creative Director: Marcelo Ribeiro
Art Direction: Philipe Demar
Illustration Art: Olho Bala
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/865aadc1-7ffc-4670-b7da-81c4e8ba4e3e_rw_1200.gif?h=320ab3c527913f77de751ab3f0e515b0)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/ccbfa9f6-7baf-41ce-adee-e89f6a059268_rw_1200.gif?h=38d606d69a61264560388f4ce7283f9c)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/e1ba83a6-c2bc-47c8-afcc-7173575e9cd6_rw_1200.gif?h=ffa61fe7549d087a892104c34064a710)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/174a782c-5846-46a5-a031-a4b531c3964b_rw_1920.gif?h=94db5a0c559ae28424c08c6c4d07defc)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/dcfe9c7e-eff2-40b1-a29e-8538c413abb0_rw_1920.png?h=331284c14eb26d5e6b330b5329a6e6cd)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/8598ec41-68d4-4222-988b-243e30e5b28d_rw_1920.jpg?h=bd6af2cd09d8a022a13007cf44b4503c)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/5541a678-a00f-4f72-b70e-aa44a0355da7_rw_1920.png?h=043fcd04912d1b955ed46522405452ee)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/259b65f4-8e98-45c9-a58e-a7ef73eada2b_rw_1200.gif?h=4fdef91d21432c12bed0658eee086a11)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/5c4bea72-c8f6-45aa-a5dd-27284b99839f_rw_1200.gif?h=15e9a8c85c792dd5cf0ccb6c6109eed6)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/51137688-3c57-4916-bcd0-be694d365bc7_rw_1920.jpg?h=576ce072f75fc0b5aae54cd184034e9d)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/872bf21c-9d66-436c-9663-d48322e7c845_rw_1920.png?h=e1d99174c36945d581dff3cf19c9ca05)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/b50f5658-49b7-46f3-9e49-8808d332c381_rw_1920.png?h=6b3f89ad44bdd1375a1b2e71d008da99)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/d98a5083-e7dd-499f-8a4f-032d16b771f7_rw_1920.png?h=9bd407cacdff64b0f020689dc41cf5c4)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/6daeaa78-5d11-49e3-8768-598315d1876f_rw_1920.png?h=a87751ae4bf29363d5c2d631473fc6fb)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/23c21a9f-9d25-4d23-9ec0-a6cbdf88ec73_rw_1920.gif?h=418931206274220cfb1f51ed41a6234c)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/01d72d11-438f-4ac1-bf2c-1250dbc64482_rw_1920.jpg?h=3a216d2151d6bc53214a463de1bc8824)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/b57053eb-1d1b-469e-9868-8d31c09ab7e2_rw_1920.jpg?h=5bb7563a9d1921553747051c455ee796)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/6b625547-4228-4fa1-9844-50e5dc3f8b81_rw_1920.jpg?h=0b266b7c2cccb4dbb7b23869ba5728f6)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/6d7b4e24-02b7-4da3-93fb-5bfb578823ea_rw_1920.jpg?h=7d1a5fdefbb4ae0bc2ad6d91cce52ca6)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/e405c0c4-1663-4bcb-b015-c6d7cdce598f_rw_1920.jpg?h=832c24d2f7a3941133a044c8bc502b70)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/e7788e19-bd4e-458a-9315-330b0a797030_rw_1920.jpg?h=6ff8c4e56d0ea7bc0056f203cbad63f5)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/b787ca4d-5a61-4f36-a7b8-d4f8fdf973eb_rw_1920.jpg?h=8c77c9b25eaabaa837261f166e6b8bd6)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/3697ebaa-fff1-4a47-8a79-3dc4ac6304ca_rw_1920.jpg?h=fab16108410f711a31e705d06a943ed0)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/a133666b-cc24-493e-988d-199a74a2fe8a_rw_1920.jpg?h=7f35479e60333e13df9e9159e332844d)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/e1ea6000-711a-46fb-bb1c-3a44f4af2e30_rw_1920.jpg?h=72bc3492a702d9e4fd54b41a24378505)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/a9c2b827-dccb-4919-8bc7-1abe3014c345_rw_1920.jpg?h=ab3fe99e1fd7b9fca622d834fa3bafac)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/c03a3e10-a0a0-45cb-9030-8bb2f64ff879_rw_1920.jpg?h=fe874277dc880326ce435dea07f2d508)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/de865a24-77bc-45d6-bcf6-b9609c56b862_rw_1920.jpg?h=45b0e91b9634d3ab0152f4a8cfd24d55)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/8f52ba6d-bd8d-427c-9015-f8a35c481f2c_rw_1920.jpg?h=0ce7fb65f733e2317b7a05d4dc8ef08c)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/fee5ea2b-8762-45a9-b0ec-2c8b78402621_rw_1920.jpg?h=3a1f19846a5542ab27c2b8eb5c8837f8)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/b8a679c9-6136-442b-b713-1dc5080476fd_rw_1920.jpg?h=a9cda04392cafa4d084ae177c1a8677f)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/58ef7eda-e85b-4b3e-8364-39c0f83eeda1_rw_1920.jpg?h=39d9f806ad501a9024c77aa69702b85f)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/71cdf4cc-e66f-4367-8e4d-2b69225cc895_rw_1920.jpg?h=b197bab5bbd2c08259acf7b7cc327200)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/0b2ef394-12de-40e1-b69b-655e5ba13234_rw_1920.jpg?h=231f0c1372f7585c86a1f91970235f31)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/b5dd5ebf-d1a7-449b-ab5f-85042bcde37e_rw_1920.jpg?h=c44ab0ad2c2922eb58cdf076328b15e7)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/1f9bc02d-6985-4a47-bf8f-76ab6b071133_rw_1920.jpg?h=09ca4615e7ae4bf1c70e75baacf3460c)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/d681d553-98d3-40ba-885f-0b8b43a074ba_rw_1920.jpg?h=bab20eb295f817bff76f984723ac9b71)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/21fdd495-6a12-441a-b8f9-978d7b187772_rw_1920.jpg?h=39d761e6a18c2614312232f5e38ae036)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/b20bc29c-954d-47d2-bfae-455fe333d125_rw_1920.jpg?h=dae1b99084ee9a372983b388b23ea688)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/3c31cf5e-5d9e-4dcd-96cf-317de66824cd_rw_1920.jpg?h=47a9e6c6c37d18a5dec3acd3a4766256)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/33324e57-2efb-45e6-a0f3-2e089976c1db_rw_1920.jpg?h=1ac292515870b2949b3c6e23e3283669)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/183518a4-5520-41f4-89ae-2a2c6bf8f6e2_rw_1920.jpg?h=09c022d7c7dadc320f2d2b41467137fe)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/0bd19f1a-3ce5-4b03-81cc-ca54b8d8a816_rw_1920.jpg?h=8d2a9df74740394236ed671e6773501e)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/aa93845d-ffdf-4bd6-85fd-77fc5618852d_rw_1920.jpg?h=3b221d664558a463863cdf65a8a76503)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/1a9760a3-bc91-40b0-aae6-addd0bcef21f_rw_1920.jpg?h=712470127a1fcd9c78e772d219cc16ba)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/fc3199ec-8aff-4b50-bcf1-a9da37fb457f_rw_1920.jpg?h=6fa3c0cb62b11723b41ac920cba92f8e)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/eee2db07-1c13-409d-a513-6c16264f3e06_rw_1920.jpg?h=8e6dbeb71184cadba9d821d055665c5d)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/89f0f41d-4fee-466d-ae53-61781e9b7230_rw_1920.jpg?h=9164f6b1533a48b8ed07a06fd8890737)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/b713c199-3eae-4b58-81f2-00f295aec77d_rw_1920.jpg?h=3be8d59fd0111b6f5426012a27034df9)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/5dd49e29-2f9c-4774-b33b-eea435fc2083_rw_1920.jpg?h=c72f5aae1ca9dc35f1ca44a632ce7ea7)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/0bff5ca4-85f1-4222-979f-c06a4ce654f8_rw_1200.jpg?h=bd9b180aec5d8eba4aa544b7d7d0953f)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/5a13b1a0-12bf-42f2-888e-ec3e701e4c76_rw_1920.jpg?h=e8f9233654fc2eff1862e426591300c3)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/b20e1f47-12f5-414b-9037-d9dd00c161f4_rw_1200.jpg?h=6160ff2df784f6daf1a29c60764525be)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/15833ae9-038a-4c76-8cb7-32bde2c6b2cd_rw_1920.jpg?h=2a1ef2b125d6b8ce58f418c1a6820aeb)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/041e733b-f8d4-49e7-b4ac-ea539fc09ab9_rw_1920.jpg?h=69ce9564810ab56775b8e34e2ff9aa97)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/2a2accd4-da2c-45b2-8cd3-d78025a130f4_rw_1920.jpg?h=16750e7d85d95d8f06d93180bb9b82ed)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/95b2112d-3fb2-470e-aac7-870e89079bc7_rw_1920.jpg?h=f343531a13d1b9451773df3408b52e3b)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/5efebf20-2d29-4396-94dc-ce989c769ea7_rw_1920.jpg?h=df32e422a4a61d1676978ff14fff76ad)
![](https://cdn.myportfolio.com/ff6bcbfa-e37f-4d36-8281-f18aab30a2ef/2587e28b-618d-426a-84d7-2d09705929cf_rw_1920.gif?h=6aba6c9c0c1131aac37401888214ec0e)
Thank you!