A print campaign celebrating two of Hershey’s core brand truths: simplicity, and an unwavering legacy over the past 100+ years.

As the Creative Director for both art and copy, I used straightforward photography and tight, witty headlines (never more than 12 words) to position the iconic Hershey bar as more American than the most stereotypically American things.

Minimal. Clever. Instantly recognizable. Just like the product itself.

Deliverables
Print Design

Project
Creative Direction, Art Direction, Photography, Copywriting