mcgarrybowen creates holiday thrills for Crayola

Scarlet, Gus, Rod, and Bluetiful

Scarlet, Gus, Rod, and Bluetiful

A colorful campaign
rouses the
holiday spirit
with DIY adventure
and lovable
crayon characters

The Crayola characters are back this holiday season and are starring in two action-packed holiday spots. Stepping out into the real world and leveraging cinematic appeal and humor, they connect with kids and adults alike.

In Rube Goldberg Machine, Scarlet, Gus, Rod, and Bluetiful create a Rube Goldberg Machine out of Crayola products that launches them into nearby Christmas stockings. Their individual personalities shine as they work together to execute their plan, fly through the air, and stick their landings—reminding everyone to “Give the gift of creativity this holiday.”



In the second holiday spot, “Oh, the Craymanity,” Scarlet, Gus, Rod, and Bluetiful venture across a young girl’s desk, exploring her unique and colorful artwork. What starts as a happy holiday spot takes a twisted turn as Bluetiful is hit with the realization that the art was made with melted crayons. She alerts the others in a comically dramatic way.

The eternally nervous Rod literally faints when he hears the news. Using the Crayola Crayon characters to sell a product that melts crayons may seem counterintuitive, but it proved to be fun way to “age up” the humor (and brand) to stay relevant with older tweens who otherwise may have moved on from Crayola.



The Crayola Holiday Campaign is airing now on national broadcast and in digital and will run through the core holiday shopping season. The broadcast buy includes APEX-Unwired, Hallmark, Animal Planet, Food Network, Freeform, Hallmark Movies and Mysteries, HGTV, OWN, TLC, TV One.

Client: Crayola
   Vice President of Marketing Communications & Interactive Platform: Josh Kroo
   Manager, Brand Equity, Strategy & Activation: Mimi Dixon

Creative: mcgarrybowen
   Executive Creative Director: Craig Cimmino
   Group Creative Director: Jules Evenson
   Creative Director: Michael Greenberg
   Art Director: Mackenzie Dunsmoor
   Copywriter: Alex Katz
   Designer: Hailey Kisserbeth
   Managing Director of Content Production: Dante Piacenza
   Producer: Lauren Lampasi
   Music Licensing Supervisor: Sarah Tembeckjian
   Director, Talent Services: Sue Ayson
   Senior Talent Manager: DJ Gaffey
   Director of Business Affairs: Joanne Garber
   Business Manager: Rose Rossi
   Chief Strategy Officer: Conner Huber
   Senior Strategist: Ester Zar
   Managing Director: Megan O’Grady
   Account Managing Director: Preston Wallis
   Account Supervisor: Sara Cook
   Account Executive: Jason Tuhey

Production Co: Honor Society
   Director: Cary and Jon
   Executive Producer/Managing Director: Megan Kelly
   Editor: Barney Miller (Whitehouse Post)

Animation Production Co: Aardman Nathan Love
   Executive Producer: Jon O’Hara
   Producer: Rob Franklin
   Animation Director: Anca Risca
   VFX Supervisor: Nico Puertollano

Color Company: Carbon/New York
   Color Artist: Milan Boncich

Audio Post: Sonic Union
   Audio Engineer: Michael Marinelli

Music Courtesy of: West One Music Group
   Sound Design: Stephen Fletcher Dewey, Machinehead

Send your campaign updates to Reel Chicago Editor Dan Patton,