Challenge
Subway Station domination
Contribution
Art Direction
Programs
Adobe Illustrator, Adobe PhotoshoP, & Midjourney
Team
Paige Mudd, Art Director
Sam Rosenberg, Copywriter
MEET SPECIAL AGENT HERSH
Inspecting your anxieties and soothing them with the sweet taste of Hershey Special Dark Chocolate.
Hershey's Special Dark naturally has deep, underlying notes that only some can notice and appreciate. Like clues, these notes can help solve the mystery: What makes dark chocolate so special?
Dark Chocolate eases insecurities: when you're lying awake at night, your heart's racing, and your hands start to tremble. You need someone to turn to, and he's at your side through it all.
Time to Call Special Agent Hersh.
HERSH HOTLINE
ACtivation
In a panic because you missed your train? Just got bad news from a friend? Stepped in gum? Hersh is on the case!
Give him a call on the Hersh Hotline, now installed in subway stations across New York City. Listen in below!
DARk Thoughts diner
Experiential
Dine-in with Special Agent Hersh during your morning commute at the Dark Thoughts Diner, sprinkled throughout the subways of NYC. Plenty of ways to order: Small Bites Into the Psyche, Existential Entrees, A La Carte Conundrums. No matter what your order, you'll always get THE SPECIAL, a delectable pip of Hershey's Special Dark Chocolate.
"Dark Thoughts Diner" image generated with Midjourney. Four variations used.
Prompt: "Hersheyville chocolate diner exterior"