ENTER THE 2021 SHORTY IMPACT AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Social Campaigns

Community

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Self-Defined

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Multi-Platform

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Self-Defined (Social Engagement)

Self-Defined

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Non-Profit Partnership

2021 SHORTY PHENOM AWARDS

Previously known as the Shorty Social Good Awards, the Shorty Impact Awards is an awards program created to raise global awareness around the positive impact brands, agencies and non-profits can have on society.

Individuals

Account Management

Analytics

Animation

Art Direction

Brand Marketing

Campaign Management

Communications

Community Management

Copywriting

Creative Direction

Culture

Data Analysis

Design

Editing

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Self-Defined

Team

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Legal Team

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PR Team

Production Team

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Video Team

Self-Defined

Leader

Account Team Leader

Analytics Team Leader

Client Team Leader

Communications Team Leader

Community Team Leader

Content Team Leader

Creative Team Leader

Culture Team Leader

Design Team Leader

Legal Team Leader

Marketing Team Leader

Partnership Team Leader

PR Team Leader

Production Team Leader

Research Team Leader

Sales Team Leader

Social Media Team Leader

Strategy Team Leader

Video Team Leader

Self-Defined

Voice

Clubhouse Voice

Discord Voice

Facebook Voice

Instagram Voice

LinkedIn Voice

Pinterest Voice

Reddit Voice

TikTok Voice

Triller Voice

Tumblr Voice

Twitter Voice

YouTube Voice

Crayola Colors of the World

Gold Distinction in Social Good Campaign

Audience Honor in Social Good Campaign

Objective

Crayola believes every child should be able to creatively and accurately color themselves into the world they see around them. Crayola began its inclusion journey back in 1992 by launching the first multicultural crayon pack featuring a collection of crayons representing different skin tones. Over the years, the brand acknowledged the need to modernize the pack to meet the growing diversity of today’s world by increasing representation within creativity. Crayola’s objective was to completely reimagine their 8-pack crayon set and turn it into an inclusive pack that celebrates the colors of the world, in partnership with major influencers and diverse figures in the beauty industry. 

Strategy

We partnered with beauty industry expert Victor Casale, former R&D director at MAC Cosmetics and current CEO of MOB Beauty, to understand the unique process of creating skin-toned color crayons. Crayola and Casale created a plan, modeled on the makeup industry’s foundation development process, coalescing skin tone shades and undertones. This research and development process developed over two years, resulted in a global palette of 24 colors that authentically reflects the full spectrum of human complexions. 

To launch the Colors of the World crayons, the team leaned into the principles of credibility, authenticity and transparency to communicate the message of inclusion. We knew that the Colors of the World crayon launch needed a meaningful and momentous moment, so we landed on May 21, the United Nations World Day for Cultural Diversity for Dialogue and Development. We hoped the product launch would foster a dialogue and advance the development of inclusion within creativity. 

To mark official launch, we announced Colors of the World on Good Morning America, followed by a full-court-press of influencer, blogger, and media relations, all driving to Walmart.com and Crayola.com for presale and product ordering.  

In addition to getting the product in stores and on shelves, we also set out to engage kids in a meaningful and authentic activity using the crayons. A key insight we gleaned during our stage gate Colors of the World research was when we asked teachers how they would use the Crayola Colors of the World crayons in their classrooms, they resoundingly told us they would use the new crayons in conjunction with diversity, inclusion and self-portrait exercises. Most often, self-portraits are used to help build self-esteem and self confidence in kids. With this learning, we created the "Draw your #TrueSelfie campaign which integrates the popularity and commonality of taking selfies with families and kids sitting down to draw self-portraits. And what better way for kids to represent themselves within their #TrueSelfie than with the Colors of the World Crayons!? We created a gallery at Crayola.com/worldcolors and gave families a choice of frames and galleries within which to showcase their self-portraits. The Crayola #TrueSelfie gallery celebrates all the beautiful, unique and creative truly representative and inclusive selfies. 

Results

Colors of the World answered a real need in the marketplace and the response was resounding. To date, the launch has resulted in 2.7 billion impressions, 1,014 placements and celebrity social advocates like Patricia Arquette, Jennifer Aniston, Holly Robinson Peete and Kristen Bell.  

As of July 2020, the campaign resulted in 2.4 billion media impressions, 2k email notification requests for crayon availability on Crayola.com.

Media

Video for Crayola Colors of the World

Produced by

dentsu mcgarrybowen, Crayola

Link

Entry Credits