Open to Work, Huns

Historically, Canva has built awareness through traditional brand campaigns supplemented by independent creator partnerships. While it’s proved effective for brand health metrics, we want to show up in a culture-first way to drive talkability among our Knowledge Worker audience. The objective was to make people consider Canva as a serious tool for work. Launching on LinkedIn, “the professional social network”, we deliberately disrupted the typically-dry work feed with Britain’s most glamorous meme-queen, Gemma Collins – creating an account, making her #openforwork, hiring her as Canva UK’s new Creative Director and releasing a mockumentary on the platform which brought her unmistakable “un-workness” right into the workplace. We shot in the real Canva UK offices with real Canva employees, using every shot as an opportunity for Gemma Collins to make her mark on the corporate world whilst clearly using Canva.