Industry Craft > Art Direction

THE ONE WORD DICTIONARY

BETC HAVAS SAO PAULO, Sao Paulo / HERSHEY'S / 2022

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Overview

Credits

OVERVIEW

Cultural / Context information for the jury

In Brazil, the word sisterhood has been widely used in the struggle for the rise of women. It is the respect and support between them to achieve the freedom and equality they desire. It's respecting, listening and giving voice to each other without judgment.

Although this word is of great importance, it does not appear in Brazilian dictionaries. So, we created a dictionary just for it.

The idea was to open a discussion about this error and encourage publishers to include the word sisterhood in their dictionaries.

Translation. Provide a full English translation of any text.

Disobey those who say you can't get there.

Disobey those who don't support your dreams.

Disobey those who don't listen to your opinion.

Disobey those who don't give space to your voice.

Disobey those who don't believe in your ability.

Disobey those who don't give you a chance for being a woman.

Disobey those who look only at your beauty.

Disobey those who humiliate your existence.

Disobey those who believe you can't be a mother and a professional.

Disobey those who laugh at your opinion.

Disobey those who don't accept your no.

Disobey those who don't understand your point of view.

Disobey those who say you weren't born for this or that.

Disobey those who say it's not a woman's place.

Disobey those who say you can't.

Disobey those who insist your place is less.

Disobey those who say that woman is difficult.

Disobey those who don't believe in your success.

Disobey those who say women are rivals.

Disobey those who think men are more capable.

Disobey those who think that a woman's place is not in leadership.

Disobey those who think women should earn less.

Disobey those who say women can't.

Disobey your convictions.

This fight is quite different.

The ruler does not compare age, weight or height.

On first contact, they greet each other.

After a few exchanged glances, one approaches the other.

The first lets out a joke, the second bounces.

The confrontation quickly becomes frank, beautiful to win.

Jabs of praise, jabs of love.

In the first round, empathy wins.

In the second, complicity.

In the third, the whole community wins. Nobody dodges.

The fight never ends, the rounds are endless.

There's always someone on the other side of the corner.

The challenge is to remain the one on the left protecting the one on the right and vice versa.

Because sisterhood is not about winning every battle, it's about uniting this champion team.

In childhood we were always taught to dream that we could be everything. We were fearless riders.

It was then that puberty arrived. And with it, competition, fear, and insecurity.

The way of sitting, acting and talking has become a survival style.

There we began to be domesticated by society.

But through Joanas, Dandaras, Nísias, we raised the greatest symbol of the fight for equality: mutual support.

One hand never let go of the other.

These are the hands that help us get on our horses every day. We rein in “be a good girl” and let go of “be good to yourself.”

At a gallop, we switched from cleaning the house to running companies.

Being a mother, for being a mother and a professional.

Empathy rivalry.

And so, a word was born that doesn't exist in all dictionaries, but that we stung in history.

SISTERHOOD

She was born single.

Strong.

Venerated.

She grew up with personality.

With active voice.

Dreaded.

She evolved in thought.

In life.

In the cause.

Her name? Sisterhood.

Here she comes, playing hard to get full of claw.

She wants to show that she is the boss she is part of.

She, who speaks without thinking properly.

She wants to be the bossy one who understands.

You're only in this position because you've dated someone you’re a professional.

Got it because it's pretty competent

Woman in the same place only gives competition results.

She thinks she's better than like everyone else.

Boss woman, is boring competent.

Woman talks nineteen to a dozen what must be said.

Women don't support each other.

They envy sororityeach other.

Sisterhood resignifies.

As a teenager, from the living room window she watched time pass. A feeling tightened in her chest. She felt trapped, voiceless, without herself. She learned that women had to wash, iron, cook. Accept being manipulated, cursed, mistreated. As a child, she was abused, and in the sexist world, no one believed it.

Not the police, not the school, not her own poor mother.

It was a lie. It was madness. It was a woman.

From the window, she could see cars, bicycles and people passing by. Minus everything she was experiencing. When would this pass? Studying? Women who want to stay at home, have to take care of their children and keep quiet. In the face of it all, she knew there was something wrong with that. How in such a big world could a woman not win?

And it was this questioning that took her further.

She was helped, welcomed, listened to by other women and men who had a different feeling: of respect. How has such a feeling never been presented to you? Today, we see fulfillment in her smile.

From the window, she still watches it all go by, but knows she can walk with wherever she wants. And in life, she learned that sisterhood is more than an act, it's a feeling of belonging. Is to keep opening windows.

"sisterhood is my most potent tool of existence and, in the same way that many women were my foundation to get where I am, it is gratifying to know that today I play the same encouraging role in the lives of so many other women!"

Julia Pak

"sisterhood is sisterhood among women, that is, promoting unity, being supportive and acting in solidarity and empathy with another woman. For this, we must consider and value the feelings, difficulties, struggles that our sisters face, strengthen and empower each other according to our capabilities and potential, respecting each one's individuality."

Raquel Soares

"Sisterhood for me is representation, women occupying all spaces, as a network of empowerment."

Samela Sataré-Mawé

"Sisterhood for me means union, whether or not there is a cause, it means strength, it means feeling empowered and never feeling alone because you have that family and you know that they will always be there by your side, the beautiful women around me that with sure represent me."

Beatriz Tiffani

"Sisterhood is destroying the rivalry we've been taught over the years and cheering for each other's rise and conquests without competition. It is knowing that each one has its place of success to conquer."

Juliana Lousada (Artista)

"Sisterhood is a current word. But the act is ancestral. Women of all ethnicities have always united, against the same common oppressor "

Katu Mirim

“Sisterhood for me is looking at another woman and even without having to exchange a word, at some point in our stories our pain is the same.

Respect the path of another woman and empathize with her pain, trauma and ghosts that are often created by the patriarchal and sexist society we live in.”

Renata Martins (photographer)

“Sisterhood for me is like saying "I barely know you and I consider you a lot". It is a word that packs several other meanings, such as respect, empathy, love, and understanding. It's a connection that we have without even having to talk.”

Juliana Andrade

“Sisterhood is respect for differences between women.”

Carolle

Sisterhood is a process of acceptance and love. When I get together with other women who have stories very similar to mine, I feel loved. So, I believe that Sisterhood is this: you can find other women who feel the same or similar pain, sometimes different, and you can feel loved, feel empowered.

Kananda

"That's when we come together to turn hurricanes into light breezes."

Ryane Leão

Sisterhood is power.

- Katu Mirim.

"Sisterhood is link, connection and expansion. It is a feeling that honors and praises women and their trajectories. It is to be a mirror, a bridge, a path, from one to the other, in an endless cycle. Sisterhood is reaching out, making a network of union grow, in the eternal flowering of the feminine group."

- We are Magnolias

"Sisterhood is not judging your sister and always be willing to listen to what she has to say!"

- Janaina Mesquita

"Sisterhood is hearing a woman scream and you don't cover your ears. It's seeing a woman cry and you don't close your eyes."

- Hellen Gazetta

"It's looking into the eyes of a woman talking while everyone looks at their cell phones."

- Cassiana Umetsu

"Sisterhood for me is the mutual respect between women who understand that our potency will always be high when we connect and unite, identified by the empathy, compassion and companionship necessary to be the change we deserve."

- Paula Fonseca

"Sisterhood, is like a female sixth sense, that makes women connect and recognize each other, for the strength, pain and glory of being a woman."

- Victoria Zolli

"Sisterhood is unity, it is action, it is the daily struggle of women hand in hand winning every battle together towards the victory of love and the beauty of being free."

- Paty Silveira

Tell the jury about the art direction.

First, we asked several female artists to write their own definitions of the word Sisterhood.

We then created custom illustrations for each of the definitions. Each illustration captured the essence of the texts and their feelings. We also use different typography, according to the feelings of each artist. The colors also had a meaning, they were strong colors, which represented the courage of women.

For the materialization of the book, every detail was thought. The dictionary was produced in A3 to highlight its importance and its sheets were hand-stitched, giving it even more personality.

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