Crayola Reunites Adults with their Childhood Artwork in Heartwarming Short Film
Jordan P. Kelley, Content Director, BrandStorytelling
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Crayola, the iconic brand known for its vibrant crayons, has created and released a short film and several YouTube shorts reuniting adults with their childhood artwork and speaking on creativity. The film and accompanying shorts feature the stories of adults who participated in Crayola's art programs (launched 40 years prior) as children. As they are reunited with their childhood art, the recipients reflect on the memories of creating their work and the profound impact that creativity has had on their lives.
Victoria Lozano, EVP Marketing at Crayola, emphasized the significance of the film and YouTube Shorts, stating, "They bring to life the enduring value of childhood creativity. They also illustrate the pivotal role parents have in helping their children develop lifelong creative mindsets."
To support its mission, Crayola collaborated with the Ad Council Research Institute to study parental perceptions about creativity. The research revealed that while 9 in 10 parents deem creativity important for their children, many struggle to incorporate creative activities into their daily routines due to various barriers. This includes challenges such as time constraints and difficulty in coming up with new creative activities.
Derrick Feldmann, managing director of the Ad Council Research Institute, expressed enthusiasm for the partnership, stating, "There is a great opportunity to educate and empower parents to practice creativity with their children."
With over 120 years of inspiring creativity, Crayola is uniquely positioned to champion the importance of childhood creativity. Research has shown that nurturing creativity in children not only develops essential life skills but also predicts future career success and enhances overall well-being.
As part of the "Stay Creative" initiative, Crayola invites the public to join efforts to reunite additional pieces of artwork with their creators. Through social media, Crayola will release images of artwork, aiming to facilitate heartfelt reunions and conversations about creativity. This marks the first step in Crayola's ambitious goal of returning all 1,000 pieces of artwork from its archives, once home to one of the largest collections of children's art in the world.
Crayola's Campaign for Creativity is a testament to the enduring power of creativity, and reminds viewers of the profound personal importance their own childhood had on who they are today.
