Crayola Is Inspiring Kindness That Lasts Beyond the Holiday Season

When Elvis Presley sang about a ‘Blue Christmas’, it centred around feelings of sadness and loneliness at what is meant to be the most wonderful time of the year. However, this year, Crayola has taken the notion of ‘Blue Christmas’ and made it something to celebrate, launching a holiday campaign that revolves around creativity, connection and making lasting memories.

Developed in partnership by Dentsu Creative and dentsu X, with direction from Ashkan Memarian through Sibling Rivalry, the heartwarming campaign follows a little girl, Zoe, and her efforts to get the whole family feeling the festive spirit.

After she discovers that her dog, Pickle, can’t see red and green – the traditional colours of Christmas – Zoe and her family take matters into their own hands by crafting a Christmas that Pickle can enjoy in colours that he can see.

"The inspiration was really about how creativity starts with noticing,” says Brian Eden, executive creative director at Dentsu Creative, speaking with LBB. “Zoe reads a fact about how dogs see colour and has this moment of realisation that her best friend is left out. This cannot stand! She doesn't just feel bad for her dog – she rallies the whole family to fix it. That's the superpower of nurturing creativity in our kids: it gives them the tools to not just see problems differently, but the confidence to actually do something about them. And in the process, she creates something more meaningful and memorable than any store-bought decoration could be."

“‘Blue Christmas’ celebrates one family's quest to reshape and reimagine the holidays for the ones they love,” says Victoria Lozano, chief marketing officer at Crayola. “Even if that someone sees the world a little differently. For many parents, the holidays are a chance to create core memories with their kids. But we sometimes get distracted by trying to perfect the ‘big moments’: the perfect meal, the perfect party, the perfect present. Yet celebrating the smaller, unassuming moments is where lasting childhood memories are made.”

The campaign closes with the line, “It’s not what you give; it’s what you create.” The choice of words is inspired by the brand’s belief in creativity as a connector. Victoria explains, “The line reflects our belief that the most meaningful gifts don’t come with price tags – they’re about thoughtfulness and imagination.

“In fact, acts of generosity and kindness often start with a simple idea: taking time to create something personal that shows you care. When people create, whether it’s a handmade card, a colourful drawing, or even a heartfelt message, they’re not just giving an object; they’re giving a piece of themselves. In a season that can feel focused on consumption, we want to remind families that the simple act of being creative can spark joy, strengthen bonds, and inspire kindness in ways that last far beyond the holiday season."

Production partners Sibling Rivalry, Nomad Edit, Radioactive Films and Premier Music Group helped to bring Dentsu Creative’s vision to the screen. Rebecca Albert, global group creative director at Dentsu Creative, says, “Ashkan has an incredible ability to turn heartfelt stories into cinematic experiences that feel real and deeply human. His approach brought authenticity and warmth to every frame, seamlessly weaving Crayola and creativity into the narrative. With a natural visual style, a fluid edit, a cinematic score, and an ending that feels both surprising and inevitable, the team delivered a film that’s as original as it is emotionally resonant – exactly what we wanted for this holiday moment.”

The integrated campaign runs from the 10th November through 21st December, with strategic media placements meeting consumers at a number of different touchpoints in an effort to truly promote “giving the gift of creativity”, says Dentsu X’s media associate director Jason Sanchez.

Jason adds, “For this holiday season, Crayola is levelling up our shoppable media approach with seamless checkout experiences on digital video and social platforms, illustrating certain products in real time and offering easy add-to-cart functionality for holiday shopping lists.

‘Blue Christmas’ aligns with Crayola’s wider ‘Campaign for Creativity’ platform, the brand’s advocacy initiative to foster creativity and inspire creative moments around the world. “This year, Crayola is celebrating creativity through colour and the deeply personal role it plays in our lives,” says Victoria. Colour is integral to who we are and how we see the world. It’s in the memories and moments that shape us, it expresses how we feel, and it opens endless creative possibilities.

“In fact, one of the most powerful and accessible forms of creative expression is colour, and our recent Colour Perception Survey with the Ad Council Research Institute reinforces that truth: 87% of people say colour impacts their creativity, and 69% link specific colours to moods and emotions.

“That’s why colour is at the heart of our holiday campaign. It’s not just about creating something beautiful; it’s about tapping into a universal language that inspires imagination, evokes emotion, and connects us to one another in meaningful ways."