The goal of this campaign is to show that Crayola understands and embraces the way kids see the world. We aimed to bring authentic, pure childhood creativity back into a world dominated by digital entertainment. By transforming everyday objects into what kids see them as, we are telling the consumer that Crayola understands childhood creativity and that we are the primary outlet for their imagination.
We wrapped the street cars & subways to make them look like rocket ships.
We even bought out all the print ads on the inside of street cars and subways to add Eject buttons and Hyperdrive levers.
We changed garbage cans into hungry monsters.
We also changed view finders to see things like kids do, and how crayola sees things too!