AFTER A LONG AND STORIED CAREER…
Dan D., Crayola’s beloved dandelion colored crayon, made one last trip across the country to check off his bucket list before being retired from the 24-pack.
#Celebratedandelion
In addition to official tour stops, a large extent of Dan D.'s retirement route was decided by his biggest fans and followers. Using the hashtag #celebratedandelion, they petitioned Crayola to make a stop in their hometowns.
The hashtag went viral. Dan D.'s story was picked up by several media outlets, and even made the cut for Jimmy Fallon's opening monologue:
Dandelion Retirement & Bluetiful Introduction took home the silver at the 2018 Reggie Awards
Category: National Consumer Budget (Over $3,000,000)
Entries must prove how the team strategized and executed the campaign to reach the masses, and demonstrate integrated Brand Activation elements across various touch points.
Executive Creative Director: Craig Cimmino
Creative Director: Jules Evenson
Creative Director: Michael Greenberg
Copywriter: Anna Tucker