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Crayola invites Chinese children to get creative

Ogilvy has re-launched kids art supplies brand Crayola in China based on the insight that Chinese children face limited creative outlets.

Ogilvy Crayola

The campaign centred on an event where 100 children were let loose on a white room with Crayola products without the supervision of adults.

Led by Ogilvy PR and OgilvyOne, the campaign included a qualitative and quantitative study and an online drawing contest which led up to the experiential event.

“At Crayola, we believe that creativity unleashes a child’s potential and that this is best nurtured through open-ended creative play. At the same time, the washability and safety of our products provides the peace of mind that means parents need to set fewer limitations for their kids as they’re creating,” said Kelly Tung, GM of Crayola Asia.

Jeremy Webb, associate director at Ogilvy PR and head of Social@Ogilvy, Beijing, added: “Using The big ideaL, O&M’s approach to identifying a brand’s higher purpose, the campaign combines the Chinese cultural tension of increasing creative limits with Crayola’s best self in an exciting way. ‘Color Unlimited’ is a message that challenges the status quo and gives parents the confidence to allow kids to create more freely.”

The campaign is to run until next month.

Credits:

  • Project title: Crayola “Color Unlimited!”
  • Client: Crayola
  • Brief: Build brand awareness and preference, as well as drive online sales among moms in
  • China
  • Creative Agency: Ogilvy & Mather China
  • Account/Strategy/Planning Lead: Jeremy Webb
  • E-Commerce Lead: Billboard Kwok
  • E-commerce Execution: Chris Yu, Roy Luo
  • Media Relations and Event: Janie Ma, Faye Qiao
  • Social Media: Bob Wang, Dora Yin
  • Creative Directors: Ludwig Chow (OgilvyOne), Huanyue Liu (Ogilvy PR)
  • Exposure: Online, social media, traditional media
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