After a new blue pigment was discovered at Oregon State University, Crayola decided to add the color to its iconic 24-pack.  Instead of launching directly into the introduction of the new blue crayon, we created a backstory for dandelion – the beloved yellow-green shade that was being removed to make room for the new color.

Dandelion became Dan D., an adventurous world traveler affectionately referred to as "a less sweaty Indiana Jones" around the agency. 

Crayola's mainstay wasn't obsolete. He wasn't being fired to make room for younger generation of crayon. After a long and storied career, he was simply ready for retirement. His parting wish: one last trip across the country to check off his bucket list. 

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 home towns. 

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, Art: Craig Cimmino
Creative Director, Art: Jules Evenson
Creative Director, Copy: Michael Greenberg
Copywriter: Anna Tucker