In this campaign for the Crayola Ultimate Crayon Collection, we decided to highlight the amount of colors that were offered. We did this by explaining how when you need the color green, for example, you can choose from multiple shades to enhance your creativity and artwork. We toyed with the idea of using color idioms to attract the attention of our audience and creatively market the product. Examples of these phrases are “feeling pretty in pink” or “having the blues” which are featured within headlines down below. We deducted that our target audience would be parents buying this product for their kids so we came up with clever captions such as “your kid is going to need a bigger backpack”. We felt that by using the crayons in the actual designs of the ads would help with consistency and brand strength.
Crayola Ultimate Crayon Collection
PRINT EXECUTIONS
Below are some poster and print ads we created for our campaign that emphasize the variety in shades of color within this pack. We used clever sayings such as “pretty in pink” to emphasize all the pink shades, along with “don’t feel blue” to highlight all of the blue shades there are. We demonstrated that if plain green was not enough for a child to be creative there were 17 more shades to choose from.
POSTER EXECUTIONS
OUTDOOR
Below are more advertisements featuring posters, an outdoor board, and a print ad. These emphasize the size of the pack and that children will ultimately be more creative if their parents buy them crayons from the 152 pack. The outdoor board suggests that the 152 pack is the most important thing in the child’s backpack. The posters suggest that with the ultimate crayon collection, the kids will be able to enhance their drawings and explore their creativity.
Thank you to my partners: Amanda Chang, Coco Woods, Erin Akgun, and Patrick Shirley!