Crayola: Colors of the world

Crayola, an art supplies brand, grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.

Campaign details

Brand: CrayolaIdea: Dentsu McGarryBowenCountry: United States

Why is this work relevant for Creative Strategy?

To develop a campaign that had a breakthrough creative strategy, we asked ourselves: why is equal and accurate representation/inclusion important?

Social connection theory tells us humans are genetically driven to belong. Yet since the U.S.'s inception, skin tone has continually & wrongly been a deciding factor for who gets to "belong".

This is particularly damaging for children, who feel invisible when they grow up in a world where they're not represented.

Our creative strategy for Colors of the World...

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