HERSHEY’S GLOBALWARNING

Client: Hershey’s

Problem: Entering the climate conversation as a chocolate brand is a minefield. Too serious and you're preachy. Too light and you're tone-deaf.

Solution: Chocolate melts. The product doesn't just reference the problem — it is the problem.

Idea: "GlobalWarning." A double meaning, a monochrome visual system, and a limited-edition insulated wrapper as the hero product stunt.

Execution: The limited-edition insulated wrapper launches as chocolate's defense against the heat — supported by stark, monochrome OOH and social with declarative copy and QR engagement. The platform extends into an immersive exhibit at Hershey Park.

Impact: Connected product innovation with cultural commentary — making the case for Hershey's relevance well outside the candy aisle.

My Role: Concept development and art direction — product stunt ideation, visual system, OOH, and social.

Spec project, photography used for directional purposes. Final imagery would be custom shot.