Creative Strategy................2Print.....................................3-8Outdoor ...............................9-10Guerilla ............................11-12POP ..............................13-14

BRAND: Latitudes

CATEGORY: ToysPROJECT SUMMARY:

The new Crayola campaign is showing parents how crayons can have such a benefi cial impact on their cre-ative children. Whether its becoming an architects, baker, fashion designer, etc. the creativity all starts at a young age. To help improve and exspress their creativeness children need to act on the ideas, with crayons the children can illustrate their creativity with creative tools. OBJECTIVE:1. Gain loyal consumers from brand experience.2. Gain recognition as a benefi cial toy.

TARGET AUDIENCE:

DEMOGRAPHIC:Age: 29-37Gender: FemaleHousehold Income: 25K-75KMarital Status: MarriedEducation: Some SchoolPresence of Children n the household: 2-3Home Value: 75K-150K

PSYCHOGRAPHIC:The Crayola target is a younger mom just starting out in the motherly world. She has one or two children, both really young, either in elementary or not old enough for school yet. On the weekends the family enjoys a quiet relaxing day at home or at the parks. The Crayola mom usually takes her children grocery shopping with her while her husband watches Sunday football. Still in at a needy age, the children look to be entertained by ev-erything, making the Crayola target very stressed in a loving way.

PROMISE:Crayola provides children with the tools to exspress and grow from their ideas and creativity.

SUPPORT: Every child has a creative side one way or another, with crayons he or she can put those ideas to paper and bring to life a vision.

TONE:Fantasy

COMPETITION:1.Rose Art2.Lisa Frank3.Sharpie

2

Print

Rationale:

To Illustrate the “A tool for any Creation” tag, a visual of a crayon half manipulated into a hammer is the focal point. Around the crayon are houses to show this is what the crayon cre-ated, playing off what the actual houses would be made with Fur-ther more, the visual is part of a sequence in the campaign that shows the viewers a different creation with different tools.

3

Print

Rationale:

To Illustrate the “A tool for any Creation” tag, a visual of a crayon half manipulated into a sewing needle is the focal point. Next to the crayon is a girl in a dress to show this is what the crayon created, playing off what the actual dress would be made with Further more, the visual is part of a sequence in the cam-paign that shows the viewers a different creation with different tools.

5

Print

Rationale:

To Illustrate the “A tool for any Creation” tag, a visual of a crayon half manipulated into a whisk is the focal point. Around the crayon are cakes to show this is what the crayon created, playing off what the actual cakes would be made with Further more, the visual is part of a sequence in the campaign that shows the viewers a different creation with different tools.

7

Outdoor

Rationale:

To Illustrate the “A tool for any Creation” tag, a visual of a crayon half manipulated into a water can is the focal point. Next to the crayon are fl owers to show this is what the crayon cre-ated, playing off what the actual fl owers would be grown with Further more, the visual is part of a sequence in the campaign that shows the viewers a different creation with different tools.

9

Guerilla

Rationale:

To Illustrate the “A tool for any Creation” tag, a large fake cray-on is placed on a crosswalk as if it drew the crosswalk marks. This is to act as a paint brush tool and the image is playing off what the actual lines would be made drawn with.

11

POP

Rationale:

The point of purchaces piece is a design mock of an actual craftsman workbench. This is to play off the tools metaphor. The crayons are hung where tools would be as if they are the tools to work with.

13