Ten years after beginning to operate in Spain, the online design platform Canva has launched its first brand campaign in our country with the help of the creative agency Big Toys and the actor and comedian Joaquín Reyes. The company seeks to boost its growth in the market, which it considers one of the most strategic in Europe, and expand by developing its mission of facilitating access to design and empowering people’s creativity.
The campaign is inspired by the value of identity in our country
It does so under the concept ”Canva brings out the best in you”, the brand’s new local motto for Spain and with which it communicates its ambition to help users, entrepreneurs and businesses transform their ideas into professional, high-quality designs, without losing their personality. The campaign is inspired, precisely, by the value of identity in our country and the forms of expression that make Spanish society unique.
All of this is captured in three audiovisual pieces that tell small stories of creativity and highlight the opportunities that Canva provides to make ideas come true. These are everyday situations, supported by very recognizable cultural codes, such as those that happen in a traditional bar, the office of a management company and a modern streaming set in the apartment of two young people.
They have production by Possible and direction by Pablo Arreba.
The pieces combine humor and identity. In one of them, Canva highlights “a bello pelao” as one of Casa Manolo’s forms of communication and expression, and whose managers have managed to transfer it to design thanks to the simple and intuitive functionalities of the platform. They show it to the actor, who verbalizes the brand’s intention to praise through its solutions everything that makes each business and project special.
“Spain is a market where creativity, personality and cultural identity have enormous value. With this campaign we want to celebrate just that: the ideas and authenticity that already exist in people, businesses and teams.“; commented Soraya C. Hidalgo, General Manager of Canva in Spain, in a statement. “Canva is designed to help you express yourself visually and materialize your projects in a simple, professional and true way to who you are.”.
The choice of Joaquín Reyes as a prescriber pursues this objective and responds, as the brand shares, to his characteristic humor and creative profile. Canva believes that it represents the balance between tradition and reinvention and, in this sense, it is an appropriate figure to connect the public with the idea of how the country can adapt to new ways of communicating without giving up its essence.
That is why the campaign has focused the discourse on how people express themselves, instead of talking exclusively about Canva’s tools. “We Spaniards have a close, spontaneous, ingenious character and we wanted to collect those traits and that DNA in a unique creative platform with cultural relevance.“, commented Mikel Ortega, Creative Director of Big Toys, during the presentation of the campaign. “The intention has not been to transform the brand for Spain, but to make it ours by connecting with that value of expressiveness.”.
The campaign will be executed on linear television, streaming platforms, social networks and digital channels, both organically and paid, as well as outdoor advertising, following OMD’s media planning. It will have specific pieces that will deepen the connection between Canva and Spanish culture with a view to promoting a local experience of the platform. “Canva begins to sound with its own voice in Spain”said Soraya C. Hidalgo in the presentation of the campaign.
The company assures that 1 in 6 internet users in Spain uses Canva every month, and that in 2025 more than 25 million designs were created with its tools. However, asked about reason.Whythe head of the company in our country assured that there is still room for growth. “We want to continue expanding in Spain, which is a priority market in Europe“, he commented. “There is plenty of room for new users to consider us and for those who have already used the platform to explore other applications and moments of use. Our focus is for you to understand that Canva is a positive tool for creativity”.
