Shiseido – MY CRAYON PROJECT
CLIO AWARDS 2019 | Fashion & Beauty – GOLD
ONE SHOW 2019 | Direct Marketing – BRONZE, MERIT
Cannes Lions 2019 | Direct – SHORTLIST
Cannes Lions 2019 | Brand Experience & Activation – SHORTLIST
ADFEST 2019 | Direct – SILVER, LOTUS ROOTS
ADFEST 2019 | Media – FINALIST
Spikes Asia 2018 | Direct – SILVER
Spikes Asia 2018 | Brand Experience & Activation – BRONZE, FINALIST
Spikes Asia 2018 | Digital – BRONZE
Spikes Asia 2018 | Design – FINALIST
Spikes Asia 2018 | Media – FINALIST
Japan is one of the world’s most homogenous nations. In schools across the country, small differences in skin-tone are noticed, with kids of mixed-race often bullied.
In 2018, Shiseido set out to educate children with a program designed to celebrate differences, with help from an unlikely champion: a crayon.
In partnership with schools, art and ethics classes were combined.
During these classes, Shiseido scientists scanned each child’s skin to create a color profile. This was matched with a crayon of the identical color.
Kids drew themselves, swapped crayons, then drew each other, producing an experience applauded by kids and teachers alike.