Campaign details
Brand: CrayolaIdea: Dentsu McGarryBowenCountry: United States
Why is this work relevant for Creative Strategy?
To develop a campaign that had a breakthrough creative strategy, we asked ourselves: why is equal and accurate representation/inclusion important?
Social connection theory tells us humans are genetically driven to belong. Yet since the U.S.'s inception, skin tone has continually & wrongly been a deciding factor for who gets to "belong".
This is particularly damaging for children, who feel invisible when they grow up in a world where they're not represented.
Our creative strategy for Colors of the World...