Hershey's Crunchers Launch Campaign
This project is the visual part of the launch campaign for Hershey's new product Hershey's Crunchers, that I developed as my undergraduate thesis. The main goal of this college project was to solve the product's communication issues with a launch campaign.
Context: four Brazilians digital influencers would be invited by Hershey's to participate in challenges in which the launch campaign slogan "When was the last time you did something for the first time?" would come to life. Literally.
the posters
The idea was to publish all videos on Youtube and edit them as trailers beforehand so that our target audience (15-25 year-olds) would be interested in, and then watch the full campaign. Therefore, the visual campaign imitates movie posters - one for each challenge a different influencer would perform with a friend or family member.
POSTER #1 TITLE TRANSLATION: "My mother in law fell from the sky" - as a pun of the pickup line "Did it hurt when you fell from heaven?"
POSTER #2 TITLE TRANSLATION: "Roller coaster ride with my chicken-hearted brother"
POSTER #3 TITLE TRANSLATION: "Getting a tattoo with my favorite old lady"
POSTER #4 TITLE TRANSLATION: "Karate lessons with mommy"
the book
One of the biggest challenges as a designer on this project was to develop its hard copy print layout, full of information explaining the whole campaign process, concept, data, and research.
Here are some of the 260 printed pages:
final considerations
This project was a true challenge. I didn't have as much time as I wish I had to make it, and a lot of changes to its written content were being made while its visual development, something that made the process even more troubled than it should have been. But in the end, an incredible final result was accomplished as it received a full mark as my undergraduate thesis, something that I take great pride in, and that not only means a lot to my academic journey but also as my personal experience as a designer.