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Dan D.'s Retirement / Crayola

Submitted By Jennifer Katz

Description

This was an online video intended to announce that Crayola was retiring their Dandelion yellow from their 24ct box. It was part of a much larger social and PR campaign that tied in the consumer's emotional and nostalgic connection to Crayola colors with their new cast of crayon characters. The campaign led to buzz and excitement and a sweepstakes announcing the introduction of a new blue crayon.

Objective

To remind consumers about their love for Crayola as a brand.

Technical Challenge

A large part of the budget that was set aside for this online video was used for the end animation. The entire upfront was created in-house and edited in-house as well. All of the slides of Dan D. (Dandelion) were created using existing illustrations of the character and photoshopped into stock scenarios.

Client

Crayola

Agency

mcgarrybowen

Media

Innovative Use of Media

Market

Games / Toys

Credits

Creative Director

Jules Evenson, Michael Greenberg

Writer

Emily Draper

Illustrator

Aardman Nathan Love

Views

8

 

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