CRAYOLA + DENTSU CREATIVE EARNS TOP EFFIE WORLDWIDE HONORS
"Color Yourself Into The World" received Grand Iridium Effie, as single most effective marketing effort worldwide at second-annual Effie Global Best of the Best ceremony
NEW YORK, Dec. 8, 2022 /PRNewswire/ -- Crayola's "Color Yourself Into the World" won the Iridium Effie at the Global Best of the Best Effies virtual celebration on Dec. 6. The award recognizes the most effective campaign in the world. Nike was the inaugural winner of the new award in 2021.
Crayola needed a unique campaign to emphasize its belief that every child has the power to create their place in the world by coloring themselves into it. Dentsu teams developed the strategy to launch Crayola's new Colors of the World product – 24 specially formulated crayons to mirror and represent 40+ global skin tones. The campaign went beyond the traditional single-sided story of diversity to expand strategy and to focus on the wider issue of inclusivity by allowing children to become more visible both on paper and in the world.
The work, created in partnership with GOLIN PR, also won the Global Grand Effie Award in the Product/Service Launch category, and previously won a Gold Effie at the 2021 Effie Awards U.S. competition.
A "Draw your #TrueSelfie" campaign was also created to combine the commonality of taking selfies and drawing self-portraits. Crayola's online gallery let families customize their portraits and celebrate the beauty and uniqueness of representative and inclusive selfies.
"The dentsu team possessed a personal passion for the new colors of the world skin tone crayons and as a result the strategy and campaign the team brought forth was not only spot on and filled with passion, but also conviction, significance, fervor, and acclamation for self-expression like never before," said Mimi Dixon, Brand Equity & Activation with Crayola, in a previous release.
Upon launch, Crayola's website received 2,000 email notification requests for Colors of the World crayon availability—and 58,000 crayons and 13,000 coloring books were sold in a limited-time pre-sale partnership with Walmart.
For more information about the 2022 Global Best of the Best Effies, click here.
ABOUT DENTSU CREATIVE
Part of dentsu International, Dentsu Creative is a global creative network that transforms brands and businesses through the power of Modern Creativity. Led by Global Chief Creative Officer Fred Levron, 9,000 experts across the globe work seamlessly together to deliver ideas that create culture, shape society and invent the future. Dentsu Creative was launched in June 2022 to address a client need for simplicity and will be dentsu International's sole creative network by the end of 2022.
ABOUT DENTSU INTERNATIONAL
Part of Dentsu Group, dentsu International is a network designed for what's next, helping clients predict and plan for disruptive future opportunities and create new paths to growth in the sustainable economy. dentsu delivers people-focused solutions and services to drive better business and societal outcomes. This is delivered through five global leadership brands—Carat, Dentsu Creative, dentsu X, iProspect and Merkle, each with deep specialisms.
dentsu International's radically collaborative team of diverse creators unifies people, clients and capabilities through horizontal creativity to help clients create culture, change society and invent the future.
Powered by 100% renewable energy, dentsu International operates in over 145 markets worldwide with more than 46,000 dedicated specialists, and partners with 95 of the top 100 global advertisers.
SOURCE Dentsu Creative
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