Canva Swaps 13 Years of "What Will You Design Today?" for a Campaign About Everyone Else

Canva is retiring the line that built it. After roughly 13 years running "What will you design today?" as its homepage mantra, the company unveiled a new global brand platform with the agency Goodby Silverstein & Partners, its first campaign together, built around the tagline "What Will You Canva Today?" The idea: show how far the platform has actually stretched past slide decks and Instagram graphics, and make the case that making something distinctly personal still counts for something when generative AI can spit out "content" in seconds.

The campaign leans on three TV spots: a woman erasing an ex from her photos, then un-erasing him after a surprising text; a coffee shop team designing a poster for a new lavender latte; and a high schooler redesigning his promposal sign in real time as his friend reports back on who's still available. An 11-persona out-of-home series backs it up, running everyone from a teacher making classroom signs to a job seeker building a resume with his cat in the frame. The first spot aired during NBC's Sunday Night Football.

"So many people know and love Canva, but they may not know everything that's possible on the platform today," said Canva North America CMO Dana Marineau. Goodby Silverstein & Partners chief creative officer Margaret Johnson framed the brief as wanting "all of those possibilities to feel uniquely personal," one platform, many stories, which is a nice way of saying Canva would like you to stop thinking of it as just the place you make birthday invites.

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Source: B&T

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →