Canva puts people at the center of its new North America brand campaign, What Will You Canva Today? Focused on the breadth of the product offering, simplicity of use, and the pride people feel when they create something on Canva, it celebrates some of the many ways people use the platform. The creative ranges from a café marketing team collaborating on a poster to introduce a new drink, a woman editing (and re-editing) photos of her “previous” questionable boyfriends, to a vlogger creating a logo for the first time.
The campaign is built on one simple idea: Canva is one platform, with endless creative possibilities, each one unmistakably personal. Whether you’re starting with a blank page, a template or a rough idea, it’s an invitation to turn your idea into something you’re proud to share with the world.
What will you Canva today?
For nearly 13 years, our homepage has greeted people with a simple question: What will you design today? But Canva now does so much more, from websites and social posts to video and photo editing, and many people don’t realize how much is possible. It all came back to one thought: To Canva. So we changed the question to What Will You Canva Today? So Canva became the verb for bringing any idea to life.
Breadth, simplicity and pride
What will you Canva Today? focuses on three key areas that illustrate how dreams are made in Canva, both personally and professionally.
Breadth: How Canva empowers people to bring any idea to life – from printed invitations and holiday cards, websites and whiteboards, coffee mugs and sweatshirts, to social creation and video, to resumes and presentations.
Simplicity: How Canva turns everyday people into creators. It’s so simple to use, you don’t need to be an expert or professional designer to successfully collaborate, create, share and print from the platform.
Pride: How in an AI-generated world where anything can be produced instantly, but nothing is special, Canva instills pride and ownership that comes from making something uniquely yours.
Real people, real stories
The What Will You Canva Today campaign is brought to life through stories of real people using Canva to realise their dreams, ambitions, work, play and everything in between. Three TV spots each turn a real-life moment into a short comedy:
In the first, a woman edits (and re-edits) photos of her “previous” questionable boyfriends. After one sends an “I miss you” text, she hits Undo and posts the restored photo.
Next, a coffee shop marketing team collaborates on a new drink idea in real time, from a birthday cake flavor to a flambéed hot-honey espresso. They land on a lavender latte, and the team designs and prints the promotional poster together in Canva.
Then there’s the promposal. A high schooler keeps remaking his promposal sign (his invitation to the dance) as his friend reports who’s already taken or not, and when he lands on the ideal date, sends the final version of his sign to print on Canva.
Our outdoor advertising in New York and San Francisco catches people using Canva mid-creation. They’re concentrating hard, tongues out, determined, and totally in the zone. You might spot the image of a teacher with the message, “No classroom sign left undesigned,” a college student “Making slides for the ‘group’ project,” or a job seeker (and pet cat) “One man. One Cat. One purrrfect resume.” It’s all about the real people putting their imagination to work in Canva.
Uniquely Yours
Each Canva story starts with a real-life moment – a new idea, a problem to solve, a job that needs to be done. What brings it to life is the real person behind it, making choices, trying different things and trusting their own creative instincts.
Whether you start from a blank page or a template, Canva gives you space to explore, change your mind, collaborate, and keep creating until it feels uniquely yours, something you are proud to share.
So, what will you Canva today?
Created by Goodby Silverstein & Partners (GS&P), with social, radio, and out-of-home developed in partnership with Canva’s in-house team, the campaign launches across all three channels. The first of three television spots airs nationally on Sunday, Nov. 1, during NBC Sunday Night Football.
