The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
Innovation / Use of Media in Integrated / Omnichannel
Annual ID
OS25_IG051M
Background
Creativity is crucial for development, enhancing our confidence, career success, and mental well-being. But through a study with the Ad Council Research Institute, Crayola found that in the face of our fast-paced, overbooked lifestyles, it can be hard for parents to prioritize creativity in their kids’ lives.
For over 120 years, Crayola has inspired creativity in children and elevated its importance Research shows that creativity helps develop core life skills, predicts career success, boosts educational attainment, and enhances well-being. But parents often struggle to nurture it in their day-to-day routines.
In collaboration with the Ad Council Research Institute, we wanted to start an initiative that would address barriers to creativity and encourage dialogue about its importance for children.
Our goal was to spark conversations about creativity's long-term implications, employing a multi-vertical phased approach to engage target consumers—parents.
For over 120 years, Crayola has inspired creativity in children and elevated its importance Research shows that creativity helps develop core life skills, predicts career success, boosts educational attainment, and enhances well-being. But parents often struggle to nurture it in their day-to-day routines.
In collaboration with the Ad Council Research Institute, we wanted to start an initiative that would address barriers to creativity and encourage dialogue about its importance for children.
Our goal was to spark conversations about creativity's long-term implications, employing a multi-vertical phased approach to engage target consumers—parents.
Creative Idea
To launch the campaign, we aimed to connect emotionally with parents, reminding them of their own creative childhood experiences. And we did it by using one of the most valuable assets Crayola had on hand: an extensive collection of childhood artwork stored in its archives.
We started by tracking down 3 artists and creating an emotional film of their art returns that could deliver our message and serve as a call-to-arms. We set out to reconnect 50 adults with their childhood artwork, but tracking down these artists was no small feat. So, we launched a nationwide search, tapping into America's love for solving mysteries, we called on people to help us reconnect these individuals with their art. Our goal was to maximize the artwork’s reach by using a variety of channels to encourage people far and wide to search for its owner. We leveraged social media and earned media buzz to drive our efforts.
Grounded in Ad Council research, we aimed to ignite conversations about creativity’s long-term benefits through a phased approach targeting parents. We employed a "tentpole and drumbeat" strategy, combining major events with ongoing storytelling to maintain visibility and reinforce key messages. The campaign's central message highlighted creativity's critical role in childhood development and essential life skills.
We started by tracking down 3 artists and creating an emotional film of their art returns that could deliver our message and serve as a call-to-arms. We set out to reconnect 50 adults with their childhood artwork, but tracking down these artists was no small feat. So, we launched a nationwide search, tapping into America's love for solving mysteries, we called on people to help us reconnect these individuals with their art. Our goal was to maximize the artwork’s reach by using a variety of channels to encourage people far and wide to search for its owner. We leveraged social media and earned media buzz to drive our efforts.
Grounded in Ad Council research, we aimed to ignite conversations about creativity’s long-term benefits through a phased approach targeting parents. We employed a "tentpole and drumbeat" strategy, combining major events with ongoing storytelling to maintain visibility and reinforce key messages. The campaign's central message highlighted creativity's critical role in childhood development and essential life skills.
Insights & Strategy
Crayola partnered with the Ad Council Research Institute on a nationwide study to understand parents’ views on creativity and barriers to engaging their children.
Findings revealed that most parents believe creativity is essential for growth but struggle to nurture it amid daily demands.
60% of parents feel their children lack creative activities, and have additional challenges managing time constraints and coming up with new activities. But most surprising, nearly half don't see themselves as creative, and most believe they need to be creative themselves to foster creativity.
Parents’ lack of creative confidence makes them feel unequipped to nurture it in their kids. But by reconnecting parents with their creativity and its importance in childhood, we could empower them to create more creative moments with their kids.
Findings revealed that most parents believe creativity is essential for growth but struggle to nurture it amid daily demands.
60% of parents feel their children lack creative activities, and have additional challenges managing time constraints and coming up with new activities. But most surprising, nearly half don't see themselves as creative, and most believe they need to be creative themselves to foster creativity.
Parents’ lack of creative confidence makes them feel unequipped to nurture it in their kids. But by reconnecting parents with their creativity and its importance in childhood, we could empower them to create more creative moments with their kids.
Execution
The campaign featured in-person and cross-channel activations designed to inspire and highlight the lifelong benefits of creativity, while turning our art return into a national movement. Here’s how it started:
Returning Creativity Film: To grant additional visibility and traction to the debut of the film, we timed the launch of the creative to UN World Creativity and Innovation Day.
Announcement: We launched the Film on UN World Creativity and Innovation Day for maximum visibility.
Return of Artwork + Targeted Local and Social Efforts: A key tactic involved returning decades-old artwork from Crayola’s archives. We cataloged and shared these pieces on social media, engaging local and national media. Our collaborative strategy used tailored CTAs and formats across channels to expand, reach, and generate emotional connections, leading to art returns nationwide.
Return of Artwork + OOH: Billboards were placed in areas local to the artists to facilitate the reunions, one even taking place in Times Square with an artist and her former teacher, where her artwork was displayed on two billboards.
Children's Art Exhibit: We showcased childhood artwork from Crayola’s archives at New York City’s first-ever art exhibit, inviting media, influencers, and the public to celebrate creativity and advance children’s futures. The exhibit also offered engaging activities to spark creative moments.
#StayCreative: The Art Return mission inspired users to share their childhood creativity stories with the hashtag #StayCreative.
Voices of Creativity: Celebrities like John Krasinski, Quinta, Andy Grammer, and NFL's Mack Hollins supported the campaign through social media and live events.
Returning Creativity Film: To grant additional visibility and traction to the debut of the film, we timed the launch of the creative to UN World Creativity and Innovation Day.
Announcement: We launched the Film on UN World Creativity and Innovation Day for maximum visibility.
Return of Artwork + Targeted Local and Social Efforts: A key tactic involved returning decades-old artwork from Crayola’s archives. We cataloged and shared these pieces on social media, engaging local and national media. Our collaborative strategy used tailored CTAs and formats across channels to expand, reach, and generate emotional connections, leading to art returns nationwide.
Return of Artwork + OOH: Billboards were placed in areas local to the artists to facilitate the reunions, one even taking place in Times Square with an artist and her former teacher, where her artwork was displayed on two billboards.
Children's Art Exhibit: We showcased childhood artwork from Crayola’s archives at New York City’s first-ever art exhibit, inviting media, influencers, and the public to celebrate creativity and advance children’s futures. The exhibit also offered engaging activities to spark creative moments.
#StayCreative: The Art Return mission inspired users to share their childhood creativity stories with the hashtag #StayCreative.
Voices of Creativity: Celebrities like John Krasinski, Quinta, Andy Grammer, and NFL's Mack Hollins supported the campaign through social media and live events.
Results
Crayola sparked a nationwide, continuous discussion on the importance of creativity and how creative moments shape the rest of our lives.
Within weeks of launch, the campaign’s digital and social elements attracted nearly 3 million views (137,263 hours of watch time) across YouTube, Instagram, and TikTok. By the end of the campaign, TikTok alone amassed 5.2 million views and over 60,000 engagements, while our YouTube Masthead takeover surrounding World Creativity Day hit 28.7MM views.
The campaign, particularly the art return, generated 2,973 earned media placements with a total reach of over 6.1 billion. Coverage appeared in outlets like Parents magazine, TODAY.com, NBC News, Univision's Despierta América, News Nation, and Upworthy.
We utilized digital billboards in three major markets, bringing the campaign to Times Square and showcasing creators we aimed to reconnect with. Collaborating with Clear Channel, we secured over 175 digital units, generating over 20 million OOH impressions and earned media stories in each community.
The campaign ignited conversations on creativity’s role in childhood development. The message resonated with parents, with over 750,000 participating in the conversation on social media using #StayCreative.
Within weeks of launch, the campaign’s digital and social elements attracted nearly 3 million views (137,263 hours of watch time) across YouTube, Instagram, and TikTok. By the end of the campaign, TikTok alone amassed 5.2 million views and over 60,000 engagements, while our YouTube Masthead takeover surrounding World Creativity Day hit 28.7MM views.
The campaign, particularly the art return, generated 2,973 earned media placements with a total reach of over 6.1 billion. Coverage appeared in outlets like Parents magazine, TODAY.com, NBC News, Univision's Despierta América, News Nation, and Upworthy.
We utilized digital billboards in three major markets, bringing the campaign to Times Square and showcasing creators we aimed to reconnect with. Collaborating with Clear Channel, we secured over 175 digital units, generating over 20 million OOH impressions and earned media stories in each community.
The campaign ignited conversations on creativity’s role in childhood development. The message resonated with parents, with over 750,000 participating in the conversation on social media using #StayCreative.
2025 Awards
Total Points: 3
Merit
Credits
Agency
Dentsu Creative / New York
Media Agency
dentsu X
PR / Marketing Agency
Dentsu Creative
Client / Brand
Crayola
Production Company
Hummingbird Content Studio
Music / Sound Production Company
750mph
Premier Music Group
Spark Music Group
Editorial Company
Tag
Art Director
Harper Barth
Molly Robison
Chief Marketing Officer
Victoria Lozano
Copywriter
Alye Chaisson
Creative Director
Giovanni Muratori
Director of Photography
Guido Raimondo
Editor
Matt Mullen
Nate Brav-McCabe
Executive Creative Director
Brian Eden
Craig Cimmino
Executive Producer
Damisi Rosemond
Jacob Schuiten
Olivia Berlin
Todd Scheifele
Global Group Creative Director
Andres Arlia
Senior Art Director
Reed Wilson
Senior Copywriter
Ronen Goldfarb
Senior Producer
Emily Brown
Matt Moran
Senior Strategist
Alyssa Fea
Social Strategist
Ava Notkin
Account Supervisor
Anna Diffley
Associate Editor
Joshua Bloome
Associate, Integrated Media
Maria Freitag
Casting Company
Tiffany Company Casting
Casting Director
Fernanda Chaves
Macee Binns
Mercedes Manning
Chief Creative Officer, US and HIspanic Latam
Rafael Rizuto
Color Company
Company 3
Gammakurv
Colorist
Sal Malfitano
Creative Director (Art Gallery)
Alexander Augustinos
Declan Byrnes-Enoch
DIRECTOR, DIGITAL MARKETING
Marisa Scurato
Director, Education
Cheri Sterman
EVP Account Management
Andre Galan
EVP, Public Relations
Holly Gilbert
Experiential Production Company
Mktg
Group Account Director
James McCawley
Head of Global Partnerships & Promotions
Anna Roca
Head of Production
Olivia Ray
Manager, PR & Marketing Activation
Connie Walker
Musician
Giosuè Greco
Owner / Founder
Tiffany Persons
Senior Account Executive, Public Relations
Beth Bartlett
Senior Associate Client Solutions & Planning
Julia Hartwig
Senior Colorist
Sean Coleman
Senior Director Brand Activation & Content
Mimi Dixon
Senior Manager, Marketing
Kailee Baylor
Senior Sound Engineer
Mike Bovill
SVP Integrated Planning
Ashley Bruce
VP, Client Solutions & Planning
Megan Bah
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