Usually as marketers we must follow global brand guidelines to stay relevant through all the different markets the product is sold. The Hershey’s Company asked for product-centric executions on all their chocolate bar ads while sustaining that the brand promise is about happiness and enjoying each moment. As part of the execution it demanded a human element with emotional benefit. Complicated? Nah!
As part of sustaining the global communication but staying locally relevant we developed an out-of-home campaign where we show how enjoyment starts on first contact with Hershey’s products.
By adding ‘the moment’ to the human element, we developed and captured a contextual imagery of what Hershey’s was looking for; emotion.