CRAYOLA
Color Yourself
into the world
into the world
We helped children create their place in the world by giving them the power to color themselves into it.
Created by: UNITED STATES
Explore: ALL WORK
We leveraged the iconic childhood “self-portrait” to launch the ground-breaking product that invited children everywhere to finally draw their #TrueSelfie.
CHALLENGE
REFLECTING THE
UNREFLECTED
The issue of equal and accurate representation for all is an old one.
One that is exacerbated as the world becomes increasingly diverse
without simultaneously advancing equal and accurate representation.
The effect has been significant and unsettling—generations of
children growing up in a world that doesn’t reflect them.
Crayola’s skin tone pack, a product idea first created and launched in
1992, needed a fresh campaign to meet the growing diversity of the
world with increased creativity and representation.
Crayola needed to launch Colors of the World, 24 specially
formulated crayons designed by Victor Casale, current CEO of MOB
& Pure Culture Beauty to mirror and represent over 40 global skin
tones. The child-favorite brand needed to claim new ground and
speak to the inclusion that consumers are searching for from today’s
brands.
Crayola asked us to help the brand ensure the “Colors of the World”
campaign achieved the reach and attention necessary to foster a
greater sense of belonging and acceptance and cultivate a more
inclusive world for children of all ages, races, cultures and ethnicities.
