Colored Pencils by Prismacolor
Coloring is a great way to relieve stress and improve your mood, but it often gets a negative rap for being silly or strictly for children. We chose to face these perceptions head on by reminding adult consumers that coloring outside the lines isn’t always a misstep, but instead a conscious decision that lets you escape the confines of reality and travel somewhere better.
We would open our campaign with transport ads. Bus ads would be an excellent way to reach our audience on the move, replacing their boring everyday commute with a fun and lively journey.
“A horse is too heavy to fly.
And yet the pegasus soars, floating high above Mont-Saint-Michel, wings lovingly inscribed in violet and true blue.
Because creativity is not about what is, only what could be.
Coloring means reimagining your world just as you like it. You’re not the social media manager, the taxi driver, or the dog sitter. You’re the one who paints the forest viridian green and sap yellow. You’re the one who draws gardens blossoming with fictional flowers and massive toadstools. You’re the one who rides the pegasus far, far away from your cubicle.”
We would also place an ad in magazines like Expedia and Travel + Leisure, connecting with fans of travel while also connecting our brand to the idea of flying somewhere new.
Billboard ads would have a similar effect, transporting drivers to a cheery fantasy as they maneuver through crowded streets full of the usual boring cars.
We would build a Snapchat filter that would allow users to change the color of objects through the camera in real-time, bringing a pop of color into their mundane routine.
We would end our campaign with an out-of-home guerrilla ad featuring a car that can be drawn on by Prismacolor colored pencils, encouraging passerby to try our product and imagine their ideal escape pod. The car could be taken anywhere, including creative events and outdoor festivals
Emma Harden - Magazine Copywriter and Poster Art Director
Nick Bozzelli-Levine - Billboard and Guerrilla Art Director