Concept Work: Proposed campaign platform built around a limited-edition insulated chocolate wrapper designed to “protect” Hershey’s bars while using the product as a cultural signal around rising global temperatures.
Challenge: Address climate change in a way that feels relevant for Hershey’s without compromising brand tone.
Insight: Chocolate melts. As the planet warms, that everyday reality becomes a powerful metaphor.
Creative Direction: Build a bold campaign around the double meaning of “Global Warning.” Use a stark monochrome palette and high-contrast visuals of melting chocolate to create a direct, unmistakable visual system where the product becomes the proof.
Execution: A limited-edition insulated wrapper launches as chocolate’s defense against the heat, supported by bold monochrome OOH and social with declarative copy and QR engagement. The idea extends into an immersive exhibit at Hershey Park to bring the platform to life.
Impact: Connected product innovation with cultural commentary, raising awareness around global warming while reinforcing Hershey’s relevance.
Role: Concept development and art direction across the campaign, including product stunt ideation, visual system design, OOH, and social executions.
