After the announcement, we gave Dandelion a proper send off.
GCD AD: Jules Evenson | GCD CW: Michael Greenberg | ECD: Craig Cimmino | AD: MacKenzie Dunsmoor | CW: Alex Katz | Designer: Hailey Kisseberth | PROD: Lauren Lampasi | AGENCY: mcgarrybowen | ANIMATION: AARDMAN NATHAN LOVE | DIR/CD: Anca Risca | Founder/ECD: Joe Burrascano | PRODUCTION: Honor Society | DIR: Cary + Jon
The social campaign launched with teasers. (Animation: each crayon would appear then disappear).
The crayon characters dealt with the news in their own way.
CD AD: Jules Evenson | CD CW: Michael Parrott | GCD: Craig Cimmino, Jeff Watzman | PROD: Katie West, Jason K. Moore | AGENCY: mcgarrybowen | ANIMATION: AARDMAN NATHAN LOVE | DIR/CD: Anca Risca | Founder/ECD: Joe Burrascano
GCD AD: Jules Evenson | ECD: Craig Cimmino | AD: Jennifer Katz | CW: Emily Draper | PROD: Lauren Lampasi | AGENCY: mcgarrybowen | ANIMATION: AARDMAN NATHAN LOVE | DIR/CD: Anca Risca | Founder/ECD: Joe Burrascano
The Crayola characters realize something is amiss with this new product...
GCD AD: Jules Evenson | GCD CW: Michael Parrott/Michael Greenberg | GCD: Craig Cimmino, Jeff Watzman | PROD: Katie West, Jason K. Moore | AGENCY: mcgarrybowen | ANIMATION: AARDMAN NATHAN LOVE | DIR/CD: Anca Risca | Founder/ECD: Joe Burrascano
Our campaign included Social/OLV of the Crayola spokescrayon audition "Outtakes"
A little look at the creation of the characters.
Another season brought more holiday fun as the Crayola characters launch an elaborate plan to get into your holiday stockings.
GCD AD: Jules Evenson | GCD CW: Michael Greenberg | ECD: Craig Cimmino | AD: MacKenzie Dunsmoor | CW: Alex Katz | Designer: Hailey Kisseberth | PROD: Lauren Lampasi | AGENCY: mcgarrybowen | ANIMATION: AARDMAN NATHAN LOVE | DIR/CD: Anca Risca | Founder/ECD: Joe Burrascano | PRODUCTION: Honor Society | DIR: Cary + Jon
AN AMAZING OPPORTUNITY AND A HUGE RESPONSIBILITY.
CD AD: Jules Evenson | CD CW: Michael Parrott | GCD: Craig Cimmino, Jeff Watzman | PROD: Katie West, Jason K. Moore | AGENCY: mcgarrybowen | ANIMATION: AARDMAN NATHAN LOVE | DIR/CD: Anca Risca | Founder/ECD: Joe Burrascano
For the first time, Crayola retired a crayon color from their 24ct box. Emotions ran high. (And so did sales, winning us a silver Reggie.)
We were asked to breathe life into the iconic Crayola crayons. An illustrated version of the crayons as characters had existed on packaging and products. But we created individuals with distinct personalities and lovable flaws. For instance, Denny—short for Denim—loves sports but he struggles with asthma.
We introduced the characters as they auditioned to be Crayola spokescrayons.