In Spain, conversations are buzzing about Princess Leonor of Spain beginning life as a uni student at Universidad Carlos III de Madrid. Indie agency Big Toys, has seized the moment for Canva to lead those conversations. Welcome Princess, does exactly what the title suggests – with the background understanding that the princess is starting university just like thousands of other students across Spain.
By using a nationally recognised moment as its starting point, Big Toys has put Canva at the centre of something immediately understandable – the mixture of excitement, uncertainty and possibility that comes with starting university for the first time.
Welcome Princess, with its central device, the crown logo, is a OOH visual journey between the area surrounding Zarzuela Palace and the Universidad Carlos III campusin Getafe. Buses, OOH, metro placements, and even napkins follow the route and expand into key student and university locations across Madrid and other parts of Spain, turning the Princess’s new daily reality into part of the creative idea, placing messages of welcome directly into the spaces travelled by students every day. The crown becomes the visual thread connecting the different executions of the campaign.
The campaign will run throughout September and will combine university-life content with product demonstrations, templates, tutorials and AI-powered features.
“Welcome Princess started with a very simple thought: For one time only, Princess Leonor and thousands of other students across Spain are facing the same life moment – their first days at university. We saw an opportunity to turn that shared moment into something playful, visible and culturally relevant. The crown gave us a powerful creative device that could travel from the streets to social media, PR and the wider conversation, turning a very specific moment into a welcome for an entire generation,” stated Mikel Ortega & Fredo Figaredo, founders of Big Toys.
The result is a campaign designed to feel less like a traditional back-to-school message and more like a public welcome to a completely new stage of life.
Credits
Agency: Big Toys
Client: Canva Spain
Creative Team: Mikel Ortega, Jaime Ludeña, Raquel Gago, Manolo Moreno, Ana Delgado, Luis Cházaro, Lucas Rodríguez
Account Team: María Perea, Tamara Feijóo, Carlota Martínez, Fredo Figaredo
Media Agency: OMD
Production Company: Alium
Audiovisual Production: República Coconut
PR & Comms: Quique Comms DPT
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