40 years ago, Crayola began collecting children's artwork. Now, decades later, to show the impact creativity can have on one’s life, we’re returning the art to the “kids” who created it.
The Anthem
2 millon views in 2 weeks on Youtube. Best viewed with tissues on standby.
The Art Return
Next, we created a multi-media plan to return even more childhood art and spread the message farther. We used the trend of “help us find” to get the call for help out to users on Instagram, Tiktok, Threads, FB and a roadside OOH. And what would you know, people started coming forward to claim their masterpieces!
Times Square Activation
In Times Square we had a double surprise for one of the former Crayola Dream Makers…
Experiential Gallery Show
And finally, to bring it all together, we hosted a Stay Creative Gallery show in Chelsea. Dream Makers from the anthem film were invited, as well as new Dream Makers local to the NYC area. It was an emotional reunion for many, and a testament to the power of creativity.
AWARDS:
D&AD Wood Pencil - Direct Integrated
D&AD Wood Pencil - Integrated Large Enterprise
Silver One Show Pencil - Public Relations
3x Cannes Bronze Lions
7x Cannes Shortlists
Presidents Award Drum
Gold Drum - PR
Gold ADC - Direct Wildcard
Gold ADC - Integrated Traditional
Gold PR Week - Best in Integration
Gold Sabre - Engaging Society Purpose-Driven Branding
Four Merit One Show - Brand Voice, Integrated Campaign, Direct Marketing Innovative Use
of Media & Integrated Innovative Use of Media
Three Clio Shortlists - Experiential Guerilla, PR Single Market, PR Specific Target Audience
ECD: Brian Eden
CDs: Andres Arlia & Giovanni Muratori
Copywriter: Alye Chaisson
Art Director: Harper Barth
Special Shoutout: Reed Wilson & Ronen Goldfarb