That one stat should change how we think about OOH campaigns.
In June 2025, Canva took all 14 billboards at London’s Waterloo Station.
There was no press push, official post, or even a logo front and center.
Yet, within days, the campaign was everywhere.
It was trending on LinkedIn, Instagram, blogs, and everywhere.
But how did Canva do this?
Let's say...
Canva didn’t buy ad space. They built a content loop.
Each billboard turned a Canva feature into a real-world visual.
Billboard 1 = 𝗠𝗮𝗸𝗲 𝘁𝗵𝗲 𝗹𝗼𝗴𝗼 𝗯𝗶𝗴𝗴𝗲𝗿
The Canva logo spilled out of the frame.
Billboard 2 = 𝗗𝗿𝗮𝗴-𝗮𝗻𝗱-𝗱𝗿𝗼𝗽
A real Forest e-bike looked like it had been dropped into the design.
Billboard 3 = 𝗠𝗮𝗴𝗶𝗰 𝗥𝗲𝘀𝗶𝘇𝗲
A 16:9 design was squeezed into a 9:16 space.
Billboard 4 = 𝗕𝗮𝗰𝗸𝗴𝗿𝗼𝘂𝗻𝗱 𝗥𝗲𝗺𝗼𝘃𝗲𝗿
One billboard peeled back to reveal the station wall behind it.
They built every board for people to stop, smile, and post.
The location they chose is strategic, too.
Waterloo sees around 270,000 people a day.
That alone is a solid reach.
But when creatives started sharing it online,
Canva gained global visibility without spending extra on media.
It wasn’t just OOH.
It was a product demo, a meme, and a viral moment.
All wrapped into one static space.
If I can take one thing from this, it has to be:
Build for the scroll, even if you are starting on the street.
If the idea hits home, your audience will handle the distribution.
PS.
What's your take?
Which one of these billboards by Canva did you like?
ProductMarketing
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