The new campaign by Canva, developed with agency Quality Meats, uses a fictional “squirrel worship movement” to demonstrate how quickly ideas can gain credibility and attention when they look professionally produced and believable enough.
The campaign is part of the new brand platform “The Thing That Makes Anything A Thing”, through which Canva is trying to expand its position beyond a traditional design tool and shift the focus toward creative ideas, content distribution, and AI-supported production.
The activation was launched in Brooklyn Bridge Park, where a squirrel statue appeared alongside a group called “The Squirrelites.” For several days, there was no explanation or visible connection to the brand. At the same time, smaller activations were organized, including choir performances, vendors selling squirrel-shaped balloons, and “acorn hat” knitting workshops, while social media, OOH, and influencer content further expanded the story.
Only afterwards did Canva reveal it was behind the project, launching a hero spot that follows a woman whose accidental fascination with squirrels evolves into an organized movement with posters, merch, and community gatherings. The spot was directed by Ulf Johansson for Smith & Jones Films, while the campaign visually and narratively imitates the patterns through which online communities, fandoms, and viral trends emerge today.
As Kristine Segrist, Global Head of Consumer Marketing at Canva, explained, the goal of the campaign is to show that many ideas remain unrealized not because they are bad, but because people lack tools that can quickly transform them into content that looks convincing and ready to share.
A similar perspective was shared by Gordy Sang, co-founder and co-chief creative officer of Quality Meats, who noted that even a completely absurd idea can appear legitimate when presented through a strong visual identity and consistent communication.
The campaign will continue across experiential, digital, audio, and social formats in the North American market, with Canva positioning it as a long-term communication platform.
