While the austerity of the palette and the grandeur of the A3 size give the book the same heft that one might expect from a trusty old dictionary, the hand-scribbled scrapbooking accents bring the voices behind the book to the fore. dictionary. In fact, Marcelo likens the text to a “virgin moleskin,” allowing his seven contributors to flood the pages with their definitions. From rappers and scientists to activists and filmmakers, BETC Havas has brought together the likes of writer Ryane Leão and artist Katu Mirim for a wide range of responses to the word. Then, to emphasize the uniqueness of each contributor’s definition, BETC Havas blended Sharp Grotesk – Hershey’s trademark typeface – with cursive calligraphy. Aiming to “translate a single word” with a “unique design”, BETC Havas avoided similarities with traditional dictionaries, drawing inspiration from art books instead.

In all, 100 dictionaries were produced and sent to a collection of influencers. Meanwhile, the creative process has been transformed into video – a clever way to turn a unique physical campaign into a digital format. BETC Havas hopes both One word dictionary and the accompanying video will encourage publishers to add the word to their own dictionaries, in line with Hershey’s ongoing initiative to build visibility around female talent.