COLOR YOURSELF INTO THE WORLD

Crayola, the child-favorite brand known for its crayons, faced a challenge in accurately and equally representing the diverse range of skin tones in the world. To address this issue, Crayola launched the “Colors of the World” campaign, which included a set of 24 crayons specifically formulated to reflect over 40 global skin tones. We were tasked with developing a campaign strategy that focused on inclusivity and allowed children to become more visible both on paper and in the world. Our strategy was successful and the campaign won multiple awards, including the Global Grand Effie Award in the Product/Service Launch category and the Iridium Effie for the most effective campaign in the world. The goal of the campaign was to foster a sense of belonging and acceptance for all children of different races, cultures, and ethnicities, and to cultivate a more inclusive world through the use of Crayola crayons.