Crayola’s new Blue Christmas campaign puts a fresh twist on a familiar phrase—turning “blue” from something sad into something beautifully meaningful. The story centres on Zoe, a young girl who realises her dog Pickle can’t see traditional Christmas colours, and decides to reinvent the holiday just for him.
What follows is a warm, creative mission powered by empathy. Zoe and her family craft decorations in colours Pickle can see, showing how small observations can spark big acts of kindness. It’s a celebration of noticing, caring, and using creativity to make others feel included.
Dentsu Creative and dentsu X bring the idea to life with a film that feels both cinematic and deeply human. Director Ashkan Memarian captures those little family moments—quiet, messy, real—that often become our most cherished memories.
The campaign’s message, “It’s not what you give; it’s what you create,” cuts straight to the heart. In a season obsessed with perfect gifts and big gestures, Crayola gently reminds us that thoughtful, handmade moments often matter most.
Running from November 10 to December 21, the campaign ties into Crayola’s ongoing Campaign for Creativity, encouraging families to slow down, connect, and make something meaningful together.
In the end, Blue Christmas isn’t about sadness at all—it’s about seeing the world through someone else’s eyes and creating joy in the process.
