Summer used to mean adventure, freedom, and getting a little messy. So when Crayola launched its first-ever line of products made just for adults, we brought back the best part of the season with Camp Crayola, an all grown up camp where visitors can express their creativity through color once again. Inspired by the camps we loved as kids, the experience transformed guests into campers, campers into creators, and turned adult coloring into the surprise hit of the summer.

In 2025, Crayola did something it had never done before: brought eight retired colors back to the crayon box. Our job was to give them the comeback they deserved. We started by turning each color into a character, complete with a personality, a backstory, and tales of where they’d been and what they’d been up to in retirement. Those stories became official Crayola canon and the creative foundation for an immersive pop-up in New York City’s Union Square. Over the course of the activation, thousands of guests stepped into the colorful worlds of these returning icons, traveling the globe through spaces inspired by their adventures, personalities, and stories. They played, danced, created, and rediscovered eight returning icons, getting inspired to put the un-retired colors back to work and see what they could create with them next.

Did you know that crayons can be retired? To stir up imagination and nostalgia for the Crayola’s “One Will Go Away” campaign, we created a full-year narrative through experiential events across the country. From a teaser sculpture, to an epic retirement party in Times Square, to the new color’s announcement party, we helped Crayola get America talking and imagining once again. Our efforts triggered a 4% boost in sales, 5.5 billion impressions and features in all the trades.