Crayola is reuniting adults with their childhood artwork to launch the Campaign for Creativity – and it’s just as emotional and awe-inspiring as you might think. The brand’s latest work with Dentsu Creative and first work with Dentsu Creative PR, aims to ignite a new dialogue about the value of creativity and help parents integrate more creative moments into their children’s lives.
Crayola is uniquely positioned to elevate the importance of childhood creativity, which has been shown to help develop core life skills, predict career achievement, boost education attainment and support well-being and fulfillment.
The artwork being returned is from an extensive collection Crayola has acquired from its art programs since the 1980s. Stored safely at its headquarters, many of the pieces have also hung in galleries, congressional offices, libraries, and museums across the country. Today, they’re on a journey back to their original creators.
Watch the Stay Creative short film here, directed by award-winning documentarians Aqsa Altaf and John X. Carey:
This is the first wave of art being returned in what Crayola hopes to be the ultimate return of all 1,000 pieces of art remaining in its archives from what was once one of the largest collections of children’s artworks in the world. They may even be enlisting the Internet for some help. Crayola will be releasing artwork images on its social channels in the hopes that the public can help reunite 50 additional pieces of artwork with their creators this year.
- This is the first phase in a series of activations throughout the upcoming year, all laddering up to the Campaign for Creativity, aiming to inspire creativity between parents and their children.
Dentsu Creative has a longstanding relationship (20 years) with Crayola, expanding the partnership to include media capabilities from dentsu X last year and PR capabilities for the Campaign for Creativity advocacy project.
