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.”
RUBE GOLDBERG MACHINE | BY MCGARRYBOWEN FOR CRAYOLA
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.
OH THE CRAYMANITY | BY MCGARRYBOWEN FOR 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.
Credits
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, dan@reelchicago.com.