Canva is showing users just how much they can create on its platform, from erasing an ex from old photographs to designing a cafe’s latest drink, as it rolls out a new global brand platform which has hit the US market first.
Created via creative agency Goodby Silverstein & Partners (GS&P), the campaign introduces the tagline ‘What Will You Canva Today?’, replacing the platform’s long-standing ‘What will you design today?’ homepage message, which has greeted users for nearly 13 years.
The new platform is designed to highlight the breadth of Canva’s offering, its accessibility to everyday users and the personal satisfaction that comes from creating something of their own.
The campaign uses three television spots to bring the idea to life through everyday scenarios, with a healthy dose of humour.
In Erase Your Ex, a woman edits photographs of her questionable former partners, only to reverse the changes and restore one of the images after receiving an unexpected “I miss you” message.
Meanwhile, New Drink follows a coffee shop marketing team as they collaborate on a new menu item, eventually settling on a lavender latte before designing and printing its promotional poster through Canva.
The third spot, Promposal, follows a high school student repeatedly redesigning his promposal sign as his friend provides updates on who is still available to attend the dance.
The work also includes an out-of-home series featuring 11 different personas, including a teacher designing classroom signs, a student putting together a group presentation and a job seeker creating a resume alongside his cat.
The campaign’s broader message centres on the idea that, in an increasingly AI-generated world where content can be produced instantly, there is still value in making something that feels distinctly personal.
Canva North America chief marketing officer Dana Marineau said the platform had evolved considerably since its original tagline was introduced.
“So many people know and love Canva, but they may not know everything that’s possible on the platform today,” Marineau said.
Goodby Silverstein & Partners chief creative officer Margaret Johnson said the agency wanted to demonstrate the platform’s creative possibilities through stories that felt personal to different audiences.
“We wanted all of those possibilities to feel uniquely personal, so we built one creative platform that can hold many different stories for many different audiences, and we showed how Canva works in real life,” Johnson said.
The campaign debuts across out-of-home, social and television, with the first of the three TV spots airing during NBC’s Sunday Night Football on 1 November.
The work marks the first campaign to emerge from Canva’s partnership with GS&P, which developed the television creative and led the social and out-of-home work alongside Canva’s in-house team.
Credits
Client: Canva
Advertising Agency: Goodby Silverstein & Partners
Production Company: Smuggler
Director: Tucker Bliss
Edit: Exile
Color: Ethos Studio
VFX: Pariah
Music, Sound Design & Mix: Lime Studios
