After the launch of its global platform launch, The Thing That Makes Anything a Thing, in the US two weeks ago with Chicago agency, Quality Meats, Canva has released its first major brand campaign in Spain with independent creative agency, Big Toys, both positioning the brand less as a tech platform and more as a creative enabler rooted in self-expression.

Quality meats went wild with a squirrel-obsessed movement known as The Squirrelites, that promised “With Canva, you can make anything a thing. Even this highly specific, squirrel-praising movement thing.” (more about the work below).

For Big Toys, the project represented an opportunity to avoid the typical “global tech campaign translated into local language” approach and instead build something deeply connected to Spanish identity and behaviour. So the agency tapped into Spanish culture, using humour, everyday behaviours and local expression to connect the global platform with Spanish audiences.

“The key was finding a genuine meeting point between Canva and Spanish culture. We didn’t want to create a campaign focused purely on tools or product features. We wanted to create something about people, personality and the way Spaniards naturally express themselves,” said Mikel Ortega, co-founder & chief creative officer at Big Toys.

The campaign stars comedian, illustrator and cultural icon, Joaquín Reyes, and stands on a culturally resonant insight – expressiveness is embedded in Spanish life. From talking loudly and interrupting each other to improvising conversations and bringing personality into work environments, the campaign embraces behaviours often overlooked in traditional advertising and turns them into storytelling. And rather than adapting an existing global platform, Big Toys developed a local strategy-creative territory specifically for Spain under the line, Bring Out the Best in You.

“Instead of transforming Canva for Spain, we built the campaign around something that already belonged to the culture here: the way we communicate, interact and express ideas. Canva doesn’t come to change people — it helps amplify who they already are,” Ortega stated.

“And when you talk about Spanish expressiveness, humour inevitably becomes part of the conversation. Humour allowed us to tell these stories without making the campaign feel like traditional advertising,” added Alfredo Figaredo, co-founder and CEO of Big Toys.

The work also reinforces Big Toys’ positioning as one of a new generation of independent agencies in Spain focused on cultural relevance, entertainment and emotionally driven storytelling rather than conventional advertising structures.

“Spain is a market where creativity, personality and cultural identity hold enormous value. With this campaign, we wanted to celebrate the authenticity and ideas that already exist within people, businesses and teams,” commented Soraya C. Hidalgo, general manager of Canva Spain.

The Spanish campaign is running nationally across linear television, streaming TV, social media and paid media channels.

Credits
Client: Canva
Client Team: Soraya C. Hidalgo, Oli Bussel, Karine Pawel, Noelia Carmona, Cristina Gusano, Napua Solsona, Annabel Dempsey

Agency: Big Toys
Agency Team: Fredo Figaredo, Mikel Ortega, Ana Delgado, Manolo Moreno, María Perea, Lucas Rodriguez, Raquel Gago, Luis Cházaro and Carlota Martínez

Production Company: Possible Films
Executive Producer: Cristina Pineda
Producer: Covadonga Fernandez-Castaño
Director: Pablo Arreba
Director of Photography: Jorge Roig
Editor: Pablo Arce
Colour: Fran Cóndor
Sound: Fernando Pocostales
Production Designer: Dani Pérez
Styling: Carol Bernal
Hair & Makeup: Blanca Laporta
Gaffer: Julio Saiz
VFX Studio: Puma

The US work is built on a different truth – when something looks real, it has the power to make an impact. With the tools to bring it to life, even a tiny spark can become shareable and catch on as a movement. The platform negates the idea that the world (and people) may be filled with ideas, but bringing them to life still feels out of reach.

“At any given moment, there are hundreds of ideas stuck in people’s heads, but they never see the light of day – not because they aren’t good, but because not everyone has the tools to bring them to life,” stated Kristine Segrist, Canva global head of consumer marketing. “With Canva, we want to empower anyone to take an idea from a spark and turn it into something the world can see, share, and engage with, even if it starts as something a little unexpected.”

The campaign began with the mysterious appearance of a squirrel statue in Brooklyn Bridge Park in New York, from April 30 to May 2—with no explanation or visible connection to the brand. Instead, it appeared to be led by a squirrel-obsessed movement known as The Squirrelites.

Surrounding the statue, a series of subtle, squirrel-themed activations unfolded – knitting circles crafting acorn hats, squirrel choir serenades, balloon vendors selling squirrel-shaped balloons. Then teasers began to fuel intrigue around the Squirrelites – wild postings, OOH, social, and influencer content. A wave of curiosity spread online, as people began to notice and ask, What is with this squirrel?

Canva revealed it was the brand behind the stunt on May 5, with an anthem film and a series of shorter ads – and a squirrel showing how the wildest ideas can take shape in daily life. The films, directed by Ulf Johansson of Smith & Jones Films, blur the line between sincerity and satire. A squirrel sparks a fervent awakening. A movement forms overnight. People wear acorn hats and gather in parks. It’s absurd. It’s emotional. It’s strangely plausible. And that’s the point.

“Starting a squirrel-praising movement isn’t necessarily a great idea,” admitted Gordy Sang, co-founder and co-chief creative officer at Quality Meats. “But presented thoughtfully and tastefully thanks to Canva, even the notion that squirrels-possess-some-sort-of-higher-power can seem instantly more legitimate, and ultimately kind of plausible. It does help that squirrels are pretty cute.”