Dan D.'s Retirement / Crayola
Submitted By Jennifer Katz
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.
To remind consumers about their love for Crayola as a brand.
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.
Innovative Use of Media
Games / Toys
Jules Evenson, Michael Greenberg
Aardman Nathan Love