If you’ve ever worked in an agency, this one hits a little too close to home… in the best way possible.
With its latest out-of-home campaign in London, Canva does what so few B2B brands dare to do: poke fun at the painful truths of agency life, and turn them into marketing genius.
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Set around the high-traffic, high-stakes zone of Waterloo Station, the campaign transforms one of the city’s most iconic billboard spaces into a cheeky love letter to designers, marketers, and anyone who’s ever sat through “just a few rounds of feedback.”
A Toolkit of Creative Nightmares, With a Canva Fix
Developed in partnership with Stink Studios (media by OMD), each billboard takes on a common creative frustration and flips it into a product feature flex.
Here’s the brilliance on display:
“Make the logo bigger”
A classic client cliché brought to life — literally. The Canva logo bursts out of the billboard frame, cleverly touting Canva’s Brand Kit tool while winking at every designer’s least favorite feedback loop.
“Turns out the 16×9 was meant to be 9×16”
Wrong format? Right message. A sideways poster highlights Canva’s Magic Resize function with pitch-perfect awkwardness.
“Drag and drop almost anything”
A real bicycle has been physically attached to the billboard. The result? A hilarious, literal take on Canva’s drag-and-drop promise.
“Too many cooks (and comments)”
A wall covered in sticky notes echoes the noisy, contradictory mess of group feedback. Creatives, this one’s for your trauma folder.
“Background remover”
One ad simply… removes itself. The billboard’s background disappears to reveal the bare brick wall behind it, a minimalist, eye-catching nod to Canva’s removal tool.
Remover
Funny Because It’s True
What makes this campaign sing isn’t just the smart product integration, it’s the empathy. Canva doesn’t market at creatives; it laughs with them. The tone is self-aware, the visuals are bold, and the insight is dead-on.
In a world of generic software demos and flat feature lists, Canva reminds us that storytelling still matters especially when it starts with the stuff we all roll our eyes at.
Bravo, Canva. You didn’t just “make the logo bigger.” You made the point better.