Big Toys Helps Canva Find its Spanish Voice in First Major Campaign for the Market

May. 19, 2026

Independent creative agency Big Toys is behind Canva’s first major brand campaign in Spain, a culturally driven launch that uses humor, everyday behaviors and local expression to connect the global platform with Spanish audiences.

Starring comedian, illustrator and cultural icon Joaquín Reyes, the campaign marks Canva’s biggest push yet in one of its most important European markets and positions the brand less as a tech platform and more as a creative enabler rooted in self-expression.

The campaign launches nationally across linear television, streaming TV, social media and paid media channels, with a first piece created to reinforce Canva’s relevance through a balance of humor, cultural insight and strategic storytelling.

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 behavior.

Mikel Ortega, Co Founder & Chief Creative Officer at Big Toys said:

"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."

 

At the center of the work is a simple but 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 behaviors often overlooked in traditional advertising and turns them into storytelling.

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.”

Ortega added:

“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."

 

Alfredo Figaredo, Co-founder and CEO of Big Toys said:

"And when you talk about Spanish expressiveness, humor inevitably becomes part of the conversation. Humor allowed us to tell these stories without making the campaign feel like traditional advertising."

 

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.

Soraya C. Hidalgo, General Manager of Canva Spain said:

"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."

 

Rather than centering the campaign around artificial intelligence or productivity messaging alone, Canva and Big Toys chose to focus on something more universal: helping people communicate visually without losing their personality in the process.