This season, Crayola is putting creativity at the center of the holidays with “Blue Christmas,” a touching new campaign that redefines what it means to give from the heart.
When a young girl named Zoe discovers that her beloved dog Pickle can’t see red and green, she sets out to reimagine the holidays in a color her best friend can see: blue. With the help of her parents, little brother, and a bin full of Crayola supplies, Zoe transforms her home into a blue-tinted wonderland — proving that the most memorable moments are made not with perfection, but with love, empathy, and creativity.
Developed in partnership with Dentsu Creative and dentsu X, the integrated campaign celebrates imagination, inclusion, and connection, hallmarks of Crayola’s enduring mission to inspire creativity in every home. Watch the lovely film below:
“We wanted to remind parents that the most lasting holiday memories aren’t bought—they’re made,” says Brian Eden, Executive Creative Director at Dentsu Creative. “Blue Christmas shows how the power of creativity can turn empathy into something unforgettable, proving that when we create together, we’re giving our kids something that lasts long after the decorations come down.”
“I only recently learned that dogs can’t see red or green,” adds Victoria Lee, Associate Creative Director at Dentsu Creative. “I wish my own dog would’ve told me, but he’s not great with words. Once I found out they can see blue, it was easy to see how a little creativity could make the holidays brighter for pups everywhere.”
“Blue Christmas” marks the latest chapter in Crayola’s Campaign for Creativity, the brand’s ongoing initiative to encourage creative self-expression and spark emotional connection through art. By reframing the traditional holiday palette through a dog’s eyes, the campaign delivers a poignant reminder that creativity allows us to see — and share — the world differently.
Launching November 10 through December 21, “Blue Christmas” will appear across YouTube, TikTok, and streaming video platforms, as well as Hallmark Channel placements during the weeks of November 24 and December 8. The campaign features seven Crayola products from the brand’s holiday portfolio, each designed to inspire creative moments that last well beyond the season.
“Blue Christmas” is a celebration of empathy, imagination, and the joy of creating together, because the best gifts don’t come from a store. They come from the heart, and a box of crayons.
CREDITS:
BRAND: Crayola
- Victoria Lozano, CMO
- Mimi Dixon, Senior Director Brand Activation
- Connie Walker, Manager, PR
- Cheri Sterman, Senior Director, Education
- Caitlyn Heil, Social Media Activation
- Kailee Baylor, Senior Manager Marketing
AGENCY: Dentsu Creative
- Ryan Paulson, CCO
- Brian Eden, ECD
- Rebecca Albert, GCD
- Victoria Lee, Associate Creative Director
- Taiyo Kitagawa, Creative Director
- Reed Wilson, Senior Art Director
- Ed Zazzera, EVP, Integrated Production
- Todd Scheifele, EP
- Emily Brown, Senior Producer
- Rose Rossi, Sr. BA
- Ashley Keetle, SVP
- Kelsey Ann Bassel, Senior Director
- Strategy:
- Ashley Bruce, SVP
- Alyssa Fea, Senior Strategist
- Holly Gilbert, EVP
- Shana Blackman, Director, External Communications
- Project Management:
- Allison Thomas, Associate Director
- Kelsey Kuntz, Project Manager
MEDIA: dentsu X
- Megan Bah, VP
- Jason Sanchez, Associate Director
- Julia Hartwig, Manager
- Marina Freitag, Associate
PRODUCTION COMPANY: Sibling Rivalry
- Ashkan Memarian, Director
- David Brickel, EP
- Kara Calise, Head of Production
- Jeff Pangman, Line Producer
EDIT: Nomad
- Jai Shukla, Editor/Partner
- Ally Gondeck, Jr. Editor
- Valerie McAndrews, Senior Producer
- Milan Boncich, Colorist
OTHER
- Gail Jeffee Cohen, EVP Sr, Consultant
- Milena Erke, PMG
- Giosuè Greco, Composer
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