One-Word Dictionary

Agency: BETC Havas


The main Portuguese dictionaries have thousands of lexical units and meanings that make us even assume that, in the compilation, there are all the unimaginable words of Portuguese. However, during the process of creating the 2022 Her for She campaign, part of Hershey’s HerShe empowerment platform, the client and BETC HAVAS were surprised to find that the word ‘sororidade’ (sisterhood in English) was not in almost any dictionary. It was then that the idea of ​​creating the “One-Word Dictionary” was born: an entire book with definitions of the term and entirely written by those who understand the subject the most: women.

This professional campaign titled 'One-Word Dictionary' was published in Brazil in May, 2022. It was created for the brand: Hershey’s, by ad agency: BETC Havas. This Integrated medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted almost 2 years ago.


Agency: BETC HAVAS São Paulo
CCO: Erh Ray
Creative VP: Andrea Siqueira
Creative Direction: Marcelo Ribeiro
Associate Creative Director: Victor Castelo
Criation: Edwyrgs Vargas, Eduarda Vidaurre, Júlia Malavazzi, Karina Antunes, Vanessa Zimerer, Fernanda Peka, Fernando Fregate, Philippe Demar, Lucas Madu, Pedro Arvati, Guilherme Markert, Iedo Gualberto e Raul Lima
Account Director: Fabiane Veiga
Jr Account Manager: Rebecca Nociti
Account Supervisor: Giovana Pagliarini
Content Director: Daniela Lima
Community Manager: Yasmin Ribeiro e Carina Nascimento
Production: Anna Luisa Ferraz
RTV: Juliana Arantes, Andrea Carmassi e Cindy Cardoso
Graphic Production: Gilmar Souza, Carlos Valeriano, Plínio Junior e Marcio Brusaferro
Motion: Motionhand Filmes
Illustration: Estúdio Olho Bala
Client Approval: Larissa Diniz, Camila Ribeiro e Rodrigo Campos


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