CAMPAIGN INSIGHT

The Wearable Crayola Creations Awards

To re-energise the iconic Crayola brand, AMG was asked to develop a campaign concept that would create excitement and attract media attention.

The answer was The Wearable Crayola Creations Awards.  Children all over New Zealand were invited to make imaginative clothing out of paper, glue, adhesive tape, paints, crayons, felt tip pens and colouring in pencils – wild and wacky being the order of the day.

The awards were run over a three-week period with children submitting photos of their creations and being judged by way of TV audience and web voting.

TVNZ’s Studio 2 hosted the event as well as the website.  In return for exposure, Crayola provided prize packs and the winner’s major retail prize to the value of $5000.

This campaign achieved excellent branding and strong awareness with both children and parents.  Media coverage exceeded all expectations.  The success of this annual event contributed significantly to a dramatic increase in sales of Crayola products.

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