Canva’s Billboards Are Bold, Brilliant and Backed by Science

Canva’s latest billboard campaign in the UK is turning heads, and for good reasons. These ads are fun, creative, and they also use a smart idea from behavioural science called costly signalling.

What Is Costly Signalling?

It’s the idea that people see something as more valuable if it looks like it took a lot of effort or money to create.

Think of it like this: if an ad is simple and cheap, we may ignore it. But if an ad clearly took time, money, and creativity, we’re more likely to pay attention and remember it.

As Rory Sutherland, a well-known expert in this area, says:

“People care more about things that are shared in a way that shows real effort.”

That’s exactly what Canva is doing.

These Billboards Aren’t Ordinary

Each Canva billboard is different. One says, “Can you make the logo bigger?” a funny line that many designers hear all the time. Another shows off Canva’s background remover tool.

Instead of repeating the same message across all spaces, Canva used every billboard as a chance to tell a different story. This makes each one feel personal and creative.

It’s a clever way to connect with designers, marketers, and anyone who uses Canva regularly.

The Ads Feel Fun and Familiar

People online are loving the campaign. Some comments:

“This Canva campaign is EVERYTHING!”

“I feel seen!”

“They really get us!”

The ads show Canva’s tools and also make people smile and feel understood. Now that’s powerful!

Why It Works

Most people in London see over 300 ads a day. But most of them are boring and easy to forget.

Canva’s ads stand out because they feel different. They show real effort. And because of that, they’re more likely to stick in people’s minds.

Final Thoughts

Instead of doing cheap, quick ads, Canva went the extra mile. They made something that looks great and connects with the people they care about most.

It’s fun, it’s smart, and again shows that that sometimes, the best way to stand out… is to show you hear and care.