Press Releases - BETC São Paulo - BETC São Paulo Press Releases at en-us Copyright 2020 HerShe: Hershey's transforms its own wrapper into a canvas to showcase women's talent Created by BETC São Paulo, campaign reinforces “Her” and “She” presented in its chocolate’s name


You probably haven't noticed until now, but the brand Hershey's has Her and She in its name. That was the starting point, in partnership with BETC São Paulo, to promote and value female talent. The campaign, called #HerSheGallery, transforms the milk chocolate package, brand's most traditional, into a space to expose the work of musicians, illustrators, poets, photographers, florists and many other brilliant women, during the month of International Women's Day.

For the physical packaging, six artists were brought to the light, having their work stamped on the wrapper: Ana Flávia (@affnana) and Alessandra Lemos (@loleland), both illustrators. Luiza Mussnich (@luizamussnich) and Camila Lordelo (@euliricas), writer and poet respectively. As for music, Yzalú (@yzalu) and Bruna Mendez (@brunamendez), have their photos accompanied by a QR code linked to their current singles. Yzalú (@yzalu) is also the voice behind the film promoting the campaign.

In order to potentialize the talent showcase, the brand will publish the work on its social networks and digital channels. The intention of sharing the artists with the audience also extends to the final target: other female talent will be able to post their work using the hashtags #HerShe and #HerSheGallery and have the brand sharing their artistry on its channels.

The recognition of women's work is already part of the brand's culture: 52% of Hershey's leadership is female, including Michele Buck, Global CEO.

"The International Women's Day is marked by the struggle of women for their rights. Having this in mind is crucial when sharing experiences with our employees, to assure they know they're working for a company that acknowledges their value and believes in their potential", comments Ana Costa, HR Director from Hershey's.

The campaign, created by BETC São Paulo - which also has gender equality in its DNA, with a majority female leadership - will be launched on the March 5th, "Women have increasingly conquered space in the world. However, this is a theme that can't leave the agenda. And it's really gratifying to work with a brand that understands the importance of stimulating conversation about this, doing a campaign that values female talent", adds Andrea Siqueira, agency's Executive Creative Director.



About Hershey

The Hershey Company (NYSE: HSY) is North America's largest and global leader in chocolate, candies and confectionery production. With more than US$ 7,5 billion on revenues, Hershey owns more than 80 brands worldwide. In Brazil, the company started its operation in 1998, by importing products like Reese's, Almond Joy, Kisses and Bars. In 2001, acquired Visconti's factory in the country and brands like Io-iô Crem and Granulados Visconti, starting the local production on the next year, adapting their formulas and packaging to Brazilian


2020-03-06 00:00:00
The scoreboard at the final match of the 2019 Women’s Paulista Championship changed to reflect the gender wage gap Initiative by the Paulista Football Federation, in partnership with UN Women and advertising agency BETC São Paulo, points out that women earn 20% less than men


According to the IBGE, women’s salaries are on average 20.5% lower than men’s. This fact was brought to the attention of thousands of spectators who watched the final match of the 2019 Women’s Paulista Championship, which was broadcast live this last Saturday, Nov. 16, on FPF TV, the official TV station of the Paulista Football Federation, organizer of the tournament. Corinthians defeated São Paulo by a score of 3-nil in the game held at Arena Corinthians, and became the new champion.


The #PlacarPelaMudança (#ScoreboardForChange) action created by advertising agency BETC São Paulo for the Paulista Football Federation, with support from UN Women, used the scoreboard during the game to call attention to the wage gap, by subtracting 20% from the value of each goal scored: at different times, the score on the FPF TV broadcast showed 0.8 instead of 1, or 1.6 instead of 2, also affecting the final score of the big game.


“We believe that the 2019 Paulista Championship final, with its record visibility numbers, represents a historic opportunity for us to question the fact that women still earn less than men in the workplace,” states Aline Pellegrino, Women’s Football Director at the Paulista Football Federation. “It is essential, especially in current times, to promote important discussions that will contribute to the development of society. Women’s space in society and the way in which they occupy it is one of these discussions,” says Aline.


“We are fighting not only for the recognition of women’s football in our country, but also for gender equality, so that women’s participation and importance in the workforce is properly recognized, including when it comes to wages,” emphasizes BETC São Paulo Executive Creative Director, Andrea Siqueira. “Our idea was to make each goal on the scoreboard reflect women’s wages as compared to men’s, in order to shine a spotlight on the issue and call attention to the wage gap,” adds Milena Cabral, member of the creative team.


In order to explain to viewers that FPF TV was not showing an incorrect score, narrator Camilla Garcia, sportscasters Nathalia Ferrão and Juliana Santos, and reporters Mari Pereira and Marilia Galvão also took part in the action, by bringing up the subject and encouraging people to join the discussion on Facebook.

2019-12-05 00:00:00
Online campaign seeks to give Pelé 1,000 videogame goals On the 50th anniversary of the 1000th goal by the King of Soccer, PUMA and agency BETC/Havas invite a generation that did not see him on the field to help him hit that record in the digital world

The privilege of those who had the chance to see Pelé playing is undisputed. To relive those moments nowadays, one must rely on news reports, videos or photos. But technology is here to change this scenario, giving new generations the chance to play and have the feeling of seeing the King of Soccer score another goal, even if virtually.

From this proposition sprung the idea that, on the day the former star celebrates 50 years since his 1000th goal (Nov. 19), a campaign will help him achieve the same feat of 1969 in the universe of games — a tribute to the man who wore the yellow jersey like no one else.

Hence, PUMA and advertising agency BETC/Havas call on videogame players from Brazil and abroad to play with Pelé's avatar on consoles, score with the King and share on social media using #eKingPelé until they reach 1,000 goals.

“To celebrate the future and remember our legacy of more than 70 years of sports history is one of PUMA's premises and it could not be different at this time. PUMA has been with King Pelé in the past and having the chance to pay another tribute to Pelé, who changed the history of global soccer, brings us much joy,” says Fabio Kadow, Marketing Director of PUMA Brazil. “In addition to the tribute action, we are responding to requests from his fans and relaunching PUMA King, the iconic model worn when he scored many of his goals,” he adds.

“A king, crowned by his feet, wearing PUMA cleats. And now, 50 years later, Pelé deserves all honors for his achievement. We want to score 1,000 goals again, this time in videogames, involving new generations who never saw the King in the field,” says Andrea Siqueira, Executive Creative Director of BETC/Havas.

The initiative has support from celebrities and digital influencers such as Muhpro, Rafifa, AF Games and Lucas Cordeiro, who will kickstart the action toward 1,000 goals. Moreover, PUMA and BETC/Havas will host a videogame day at schools and soccer training facilities on Tuesday, so that children can join this tribute in a fun way. 

2019-11-19 00:00:00
BETC São Paulo creates a washable book for Vanish that will change the stories at each wash

Imagine the pages of a book made with commonly-used fabrics that, just like clothes, can be washed and used over and over again. This is the new initiative of the Vanish bleach brand, created by BETC São Paulo: a campaign that encourages people to read, with the book “Vanishing Stories”, conceived to hold stories written by hand that will be erased after a wash. Since the book is made blank after being washed, the idea is to stimulate the imagination of little readers by creating new narratives and by promoting more family moments.

"In many homes, reading bedtime stories to children is customary. However, one of the challenges in reading to children every night is that they end up asking to hear the same story over and over, for many consecutive nights," emphasized Andrea Siqueira, Executive Creative Director at BETC São Paulo, highlighting the origin of the project’s creative idea. "Vanish has always emphasized the performance of its products through pieces focused on technical demonstrations. Therefore, our goal is to create new formats with storytelling that’s more engaging; that still shows the product’s benefits, but that gets closer to consumers and generates conversations," added Laura Azevedo, Creative Director at the agency.

This way, to celebrate Children's Day, the brand and the agency introduced a book that can be written by hand and washed every time someone wants to write a new adventure. 

2019-10-29 00:00:00
Album allows late-adoption parents to see themselves, for the first time, next to their children since their birth day  


Album allows late-adoption parents to see themselves, for the first time, next to their children since their birth day

On the Brazilian National Adoption Day (May 25th), Dermodex and BETC São Paulo honor families with illustrations that join parents and adoptive children in remarkable and special moments - even before they had met each other


Late adoption in Brazil is still a rare gesture, which runs up against various myths and prejudices. Today, 92% of children who are waiting for adoption are over 7 years old. However, of the 37,000 parents who want to adopt, only 9% welcome children of that age or older, according to data from the National Justice Council.

To raise awareness to this cause, Dermodex brand, a specialist in rashes, and the advertising agency BETC São Paulo, announce this Friday, on the Brazilian National Adoption Day (May 25th), an experiment carried out with three Brazilian families, which allowed late-adoption parents to see themselves, for the first time, with their children in special moments since their birth day.

Watch the movie:

English Version:

Original Version:

Part of a small part of the population, three couples - Ester and Moacir, Cacalo and Zé Antônio, and Malu and Joachim - were surprisingly honored with The UnPhotographed Album (“O Álbum Nunca Fotografado” in Portuguese): illustrations that unite parents and their adopted children, even before they had met, in special moments. "Eternizing moments of life is an experience that everyone deserves to have, including late-adoption parents, who could not keep up with the early years of their children. Even though they have not lived certain situations, in the imaginary of these families, those moments have always existed”, says Erh Ray, BETC São Paulo CEO, highlighting the purpose of the activation.


Through an album of memories, these parents had the opportunity to see themselves next to their children, since each of their child’s birth day. After months of detailed research, studying the past of those families before the adoption, BETC São Paulo found out which moments and stories the parents and their children would like to have lived together. From this, in partnership with Studio Ícone, they created customized albums full of realistic illustrations, bringing unforgettable images of those families, from moments that would have happened before they met: diaper changing, birthday parties, weddings, garden games, among many other situations.


"If I could choose a moment, I would like them to be my little bridesmaids, so they would enter the church hall with me on my wedding day. They would be two little ones!". comments Ester, who, along with Moacir, adopted Sabrina at age 7 and then Ketelyn at age 11, and had one of the illustrations materializing this desired moment. The activation also brings the love at first sight of Cacalo and Zé Antônio with Matheus, who was born with a serious vision problem that did not stop him from reaching a new home at age 7. "This translates all my thoughts of all those years. Everything I thought I could have lived with him" says Cacalo on the film. "All the time we did not have is here, on this album" says Malu, next to her husband Joachim. The couple adopted the three biological sisters Gabriela, Rafaela and Emily, who were 6, 4 and 3 years old, respectively, at that time.


With the message "They were already a family. They just hadn’t met yet", the film can be seen in Dermodex's social networks, and it also invites people to form new families inspired by those stories.


About the families

Malu and Joachim - Gabriela, Rafaela and Emily parents
The couple adopted the three biological sisters together. When they arrived at the Forum, the middle sister jumped on Malu's lap, and the younger one joined them in a hug. At the moment they were leaving, the oldest one said goodbye: "Bye, Mom". They did not resist and adopted the three of them. They claim that they have tried to naturally conceive a baby for three times, and have also mistakenly bought a triple bunk bed without imagining that they would receive the three children.

Cacalo and Zé Antônio - Matheus parents
Zé Antonio received a photo of Matheus on his cell phone. He was at work and cried a lot. Cacalo had the same reaction. They knew, somehow, that he was their son. They say that, when they arrived at the shelter, who hosted them was Matheus, saying: "My dads arrived!".

Ester and Moacir - Ketelyn and Sabrina parents
The couple always thought about the possibility of adoption, besides having biological children. Moacir even had a foster brother, and since his father passed away very early, he has always taken care of his brother as a son. They say that, in the first contact with Sabrina, they felt like it was a meeting of souls. As if they were witnessing a birth. The couple also adopted Ketelyn, who coincidentally was born in the same year that Ester and Moacir began dating.


2018-05-25 00:00:00
Invisible make up help women in job interviews Invisible make up help women in job interviews

One of the most popular make up brands in Brazil promotes female self-confidence in a campaign

Everybody says that the right make-up is one of the most important things for a woman in a job interview. But, what if one of the Brazil's most popular make-up brands just said the opposite? Jequiti did that.

Studies show that the Brazilian economic crisis has generated devastating consequences to the Brazilian workers. According to the Brazilian Institute of Geography and Statistics (IBGE), from 2017 to February 2018, more than 10 million Brazilians were unemployed. However, women represent more than a half of this number – turning this scenario into another proof of gender inequality.

The pursue of job relocation profoundly affects women's self-esteem. To help solving this problem, and also taking advantage of the International Labour day, Jequiti presented “The Invisible Make Up” – a campaign created by BETC São Paulo.

The idea was to create a way to strengthen these women's self-confidence during job interviews. How? Using the "placebo" effect. Watch the campaign film, and understand how it worked:

“Many woman wear make up as a tool to empower themselves. But when a woman feels beautiful, powerful and confident, she realizes she only needs herself to overcome an obstacle" says Monica Gregori, Jequiti Marketing Director. "Make up becomes just a trigger to activate the woman power, and comes up just as an extra element in this story. Everything a woman needs she already has. It's this message that we want to communicate with this campaign”, says BETC São Paulo Communications Director, Camila Nakagawa.

Jequiti invited Mappit – one of the biggest Brazilian recruiter companies – to assist on the selection of women who were actually looking for job reallocation. The selected participants were Tamires Oliveira (25) and Leticia Franco (22). Both wear make up every day – even for basic occasions, such as going to the supermarket – and also have been looking for work opportunities since 2017.

In order to be ready and confident for their next interview, Tamires and Leticia received a special invitation: to have a professional make up session before the meeting, under the condition of not looking at the mirror at any moments.

The result: both achieved excellent performance during their job interviews. But the most surprising was still to come: after the appointments, both noticed they were not wearing any make up at all. And to those who question why a make up brand decided to advise against its own products, Jequiti’s campaign tagline answers: "You just need yourself. But if you need us, we are here".


Advertising Agency: BETC/Havas

Client: Jequiti

Product: Institucional

Title: Invisible Make Up

CCO: Erh Ray

Creatives: Rodolfo Barreto, Daniel Schiavon, Guilherme Possobon e Victor Castelo

Communications / PR: Camila Nakagawa

Account Executives: Daniela Keller, Fernanda Modena e Isabella Peretto

Media: Carlinha Gagliardi e Ariane Finavaro

Producer: Mariane Goebel e Ana Lucia Marques

Video Producer: Bossa Nova Films 

Director: Georgia Guerra-Peixe (Joca)

Photography Director: Arthur Rosa França

Audio: Jamute

Client Approval: Antônio Mônaco, Mônica Gregori e Vera Sousa 

2018-05-18 00:00:00