Crayola: Colors of the world

Art supplies brand Crayola grew sales in the US with #TrueSelfie, a PR, digital and social campaign to launch its Colors of the World diverse crayon sets.

Campaign details

Brand: CrayolaBrand owner: Hallmark CardsEntrant company: dentsumcgarrybowen, New YorkPR: Golin, New YorkMarket: United StatesSector: Toys, gamesMedia channels: Online video, Packaging & design, Public relations, Social media, Websites & microsites, Word of mouth,influencersBudget: Up to 500k

Executive summary

Crayola believes every child should be able to creatively, and accurately, colour themselves into the world. Crayola began its inclusion journey in 1992 with its first multicultural crayon pack featuring crayons representing different skin tones. Over the years, the brand acknowledged the need to modernise the...

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