Canva’s OOH Campaign Turns Designer Jokes Into Viral Billboards

Reading Time: 3 minutes

Synopsis

Canva’s latest OOH campaign in London turns design jokes into viral-ready billboards, showcasing product features with cheeky real-world twists.

Key takeaways

• Design clichés become physical theatre in Canva’s boldest OOH stunt yet.
• Features like magic resize and background remover come alive in literal form.
• Waterloo Station becomes ground zero for Canva’s most significant creative flex.
• The campaign walks the line between ad space and interactive art gallery.

“Make the logo bigger” gets its billboard moment

In what might be the most relatable moment for designers globally, Canva’s UK campaign turns inside jokes into literal ad executions. One billboard has the Canva logo bursting out of its borders — an exaggerated take on the classic client demand. 

Another distorts layout proportions by stuffing a landscape design into a portrait frame, showcasing Canva’s “magic resize” feature with hilarious consequences.

By addressing common design grievances and amplifying them visually, Canva fosters a connection with its creative user base while inviting passersby to laugh at the absurdities of everyday content creation.

OOH meets UI: Canva’s product steps off the screen

Rolling out across one of London’s busiest stations, the campaign blends humor with product functionality. A 3D Forest e-bike appears to be dragged and dropped onto a billboard, nodding to Canva’s intuitive UI. 

Another ad styled like a whiteboard erases itself, mirroring the brand’s popular background remover.

These “special builds” go beyond static advertising — they play out like live-action demos of Canva tools.

According to Canva’s creative director for Europe, Tom Carey, the intent was simple: “to show the power of Canva with a touch of our playful spirit and a dash of British tongue-in-cheek humour.”

Creative process gets its moment of public therapy

One standout execution visually narrates the chaotic path from “brief lands” to “humble standing ovation,” encapsulating the often-frustrating, occasionally euphoric nature of working in design.

It’s a rare moment where a tool brand steps into the psychological territory of its users — and nails it.

Marketing director Europe, Melissa Cosneau, added, “Gallery-wide takeovers like this are rare…we’re not just creating visibility, we’re creating impact.”

Her emphasis on “media as theatre” is evident, with the installations doubling as selfie zones, shareable moments, and conversation starters.

Canva makes billboards emotional

Executed in collaboration with newly appointed agency Stink Studios, the campaign blurs the line between marketing and interactive art.

The team, alongside media agencies OMD, Talon, and Grand Visual, ensured each billboard felt like part of a larger stage performance rather than an ad slot.

Stink Studios’ executive creative director Cameron Temple emphasized the emotional core: “Creativity should be fun… this is the sort of work you hope you’ll be making.”

More than a brand flex – it’s a platform push

The Waterloo campaign builds on Canva’s wider OOH footprint across London, which began in May with a giant animated workspace at Old Street, featuring hundreds of collaborative cursors.

As Canva expands its UK presence and gears up for future campaigns into 2026, this moment signals more than growth — it’s a declaration of creative intent.

Digital extensions will appear across LinkedIn and YouTube through the summer, reinforcing Canva’s ability to blur entertainment and utility, making even the most mundane tool feel like an experience.

Billboard battles: Canva isn’t alone

Canva isn’t the only one taking creative risks. In May, Singapore-based consultancy ballsy launched a global OOH campaign for eSIM travel brand Jetpac, cheekily targeting “travel virgins.”

This signals a broader trend: brands are reclaiming outdoor spaces with messaging that sparks debate, delight, and digital ripple effects.

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