The insight behind the campaign is straightforward: most Thais want to be content creators. But when it actually comes time to make something, they always get stuck at the same step — editing. Because editing feels like it belongs to someone else: someone with skills, someone with a complex program, a real editor. The real barrier isn’t ability. It’s the feeling of “can’t” before even starting.
“The moment we saw the brief, the key message was already there. Canva had ‘Can’ built right into its name, while ‘-va’ sounded just like one of the most common sentence-ending words in Thai. It’s highly informal, often used among friends, and instantly turns a statement into something that feels less like a brand message and more like a friendly encouragement: ‘You can do this, man,’” said a Wolf BKK representative.
The campaign, “Anyone Can with Canva,” set out to change that. It brought in Ter Nawapol Thamrongrattanarit — a director known for his distinctively rhythmic filmmaking style, whose latest work is “Human Resource” — to both direct and star as himself in a commercial editing room at hour 20, where the entire team has fought client feedback to the point of passing out at their desks.
Then, the people who step in to help aren’t editors. They’re the most unexpected faces: the rider delivering congee, the cleaning lady bringing coffee, and the security guard just starting his morning shift. Each one pulls out a device and starts cutting the footage with Canva Video as if it’s the most normal thing in the world. Each also brings a unique editing style, proving how easy Canva is to use without a single word of selling.
“Thai people don’t need to be taught how to be creative. They already are — you see it everywhere, in the way they communicate, the content they love, the humor they share. Canva exists because we believe the tool should never be what gets in the way of that,” said Manita Rattanarungruengchai, Country Marketing Lead, Canva Thailand.
The film didn’t stop at the end scene. Instead, it opened the edit room to everyone through a follow-up activation. Canva released the original footage and invited people to help Ter finish the edit themselves. What came back was a collection of videos no creative team could have planned: music videos, comedy edits, product ads, motivational content, and horror films. One piece of footage became hundreds of different ideas, each one proving the same point: anyone, literally, can with Canva.
See more from the campaign on Canva Thailand’s YouTube and Facebook channels, or at bit.ly/CanvaThailand.
