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Crayola: Creativity Never Gets Old

Creativity doesn’t max out once you hit a certain age. This concept, Creativity Never Gets Old, repositions Crayola as more than a kids’ brand. It's for adults, too. From hybrid wine/coloring nights to viral TikTok accounts dedicated to detailed coloring pages, the trend is clear: adults want playful, stress-free outlets for creativity. This campaign taps into that movement, showing how Crayola can inspire grown-ups to reconnect with their imagination and embrace the simple joy of coloring again.
 

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Activation Concepts

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Invest in Creativity

Crayola hits the black and white, bleak streets of Wall St. NYC with a larger-than-life mural, inviting every suit and corporate ID card holder to "invest in creativity." Every participant receives a small vile of paint and the opportunity to paint outside the lines to help fill in this stunning mural. 

Uncork Creativity

Crayola is turning wine nights into an art form with this (wine brand) x Crayola collab. Each bottle comes with a black-and-white, peelable label that can be colored in with the highest level of precision or chaotically colored outside of the lines. 

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