Crayola’s 'Blue Christmas' Reimagines Holiday Magic Through Inclusive Creativity

The holiday season just got a lot more colorful thanks to Crayola’s latest campaign.

Made in collaboration with Dentsu Creative and dentsu X, "Blue Christmas" follows young Zoe and her dog Pickle, who can’t see red or green. With help from her family and a bin of Crayola supplies, she transforms their home into a blue wonderland so Pickle can actually enjoy the holiday décor, showing how meaningful moments often come from creativity and connection. 

It's an effort that celebrates empathy, inclusivity, and lifelong bonds through colour.

"Those handmade decorations from childhood become iconic family treasures that capture our fondest holiday memories and traditions," Brian Eden, Executive Creative Director at Dentsu Creative, told DesignRush. 

Dentsu Creative Associate Creative Director Victoria Lee reaffirmed those statements. 

“I only recently learned dogs can’t see red or green. 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.”

Through the initiative, the brand stakes its claim in a holiday season often dominated by red and green décor.

Instead, the brand is offering a blue-toned alternative rooted in family and inclusion.

The campaign runs from November 10 through December 21, with media placements across YouTube, TikTok, streaming video, and the Hallmark Channel.

The creative ties directly into a shoppable range of seven portfolio products that appear in the spot.

Bringing The Holidays To Life for Everyone

In the hero spot, Zoe looks at her dog Pickle with concern before glancing around her living room to see it full of red and green décor. 

She then gets to work, redesigning the place with her family so Pickle can experience the magic of the holidays, too.

"Now, you can see Christmas, too," she tells her dog, as the spot ends. 

Overall, the film plays with emotional engagement as it shows how inclusive design and meaningful detail can spark a holiday campaign beyond the usual snow and Santa-driven stories.

What Marketers Can Learn from Crayola’s Blue Christmas

For creative agencies, Crayola offers a lesson on how to design seasonal campaigns with heart and purpose.

We learn that:

• A holiday campaign rooted in inclusion resonates when it offers fresh visual language and relevance.
• Buying behavior can be influenced when creative pushes a product directly via shoppable placements in media.
• Integrating social, streaming, and retail links turns a simple festive film into a full-funnel brand experience.

Brands like Lexus have made similar plays, launching campaigns that use heartfelt holiday storytelling to show the effectiveness of having an empathetic brand marketing strategy.

Our Take: Is Blue the Next Red & Green?

We're struck by how this campaign flips expectations.

In a season filled with red and green, Crayola pivots and says: “What if it’s blue for those who see differently?”

We believe any brand looking to work holiday magic must start with empathy because if you can’t include someone, you miss half the room.

This campaign reminds us that color is more than visual. It can make us feel. 

In other news, Fujifilm's Instax launched its own human-driven campaign to capture "Moments That Click." 

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