An idea about bars.

Using “hold the bar”, a popular Brazilian expression about enduring a rough situation, to connect with the country cultural conversation and create a link with the brand's most famous product: chocolate bars.

We related Hershey's chocolate bars with a talent known nationwide for a music that used this famous expression as its chorus.

That was the key to build brand reputation around its hero product connecting with Brazilians in an unexpected way. And even bringing back a national pop idol with his first ever video clip made for this song. It became a game, a meme and even theme for carnival parties all over the country.

An integrated campaign that related Hershey’s chocolate bars to a popular expression, hold the bar (which means being able to handle a difficult situation), known by the 90's most famous hit in Brazil: Cheia de Manias (7 gold records, 1 titanium record), from Luiz Carlos.

Hershey brought it back with the first ever videoclip of the music, giving Luiz Carlos, one of Brazilian music most popular idols, it's spotlight back.

Then, the brand and Luiz Carlos proposed a digital challenge to know who is the best bar holder in Brazil. A website were people had to hold their computer's spacebar for as long as they could. And, meanwhile, watch hours of exclusive branded content with the original bar holder, Luiz Carlos.

In the end the idea even managed to become theme for carnival street parties and costumes in the whole country, actively influencing pop culture.

The campaign had 88 million impacts.

64 organic posts by social influencers.

Total of hours people literally held the space bar: 31.448

An average of 1.3 hours for each participant holding the space bar.

The videoclip for "Cheia de Manias" had over one million organic views in the first week.