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VIRAL VIDEO CONCEPT

CRAYOLA

CHALLENGE
The brief for this assignment was wide-open. Develop a viral video that is worthy of discussion and pass-along value among moms with young kids, that speaks to a high-order of Crayola brand benefits.

SOLUTION
With the help of prop makers and special effects experts, we’ll demonstrate the power of a child’s imagination – by literally bringing their imagination to life. 

With hidden cameras rolling, we watch a classroom learn about different animals around the world. The teacher then ask the kids to draw their own imaginary creatures. 

Based on the kids drawings, over the next 48 hours prop makers will secretly create life sized sculptures of these imaginary animals. Our video will culminate in a big reveal as we witness the magical moment that the kids meet their moving, blinking, life-sized creations for the first time. 

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