Canva has launched a new business to business (B2B) campaign to mark the company's increasing focus on the workplace, following the launch of the Australian-founded design platform's enterprise product suite in May.

The campaign, titled 'Love Your Work' brand campaign, was conceptualised by Canva's in-house creative team, in partnership with OMD, Rabbit & Curfew, Madeline Clayton, Otis Studios, Projectworks, ARC Edit, and Smartly. It launched in the US on September 3 and will run through to the end of October, with executions in streaming TV, out-of-home, digital and display video, streaming audio and podcasts,

The creative features real Canva users sharing their experiences with the platform, with unscripted voice overs capturing how Canva empowers people to feel pride in their work at a time when just 23% of employees globally feel engaged in their jobs.

Two 30 second TV spots will be targeted to professionals on streaming platforms, with bespoke sports-focused product creatives to air live during NFL, NBA, MLB, and NHL games and highlights. The OOH campaign will target workers on their commutes and within office building lobbies and elevators, while product-specific creative will run within digital content contextually aligned to the workplace. The audio element of the campaign will feature live reads from influential hosts of contextually relevant podcasts, and for social, campaign extensions will roll out across YouTube, Meta, TikTok, LinkedIn and Reddit.

Canva Executive Creative Director, Cat van der Werff, said: “Our goal with the 'Love Your Work' campaign is to inspire people to find joy and fulfilment in their daily work.” She added, “We spend so much of our lives working, but many of us aren’t enjoying it as much as we could. We believe Canva can help bring a little joy to work through creativity. Making design work easier, faster, and more fun is what we’re all about. This campaign is our invitation to teams everywhere to reimagine how creativity can help them fall in love with their work.”

The new campaign campaign follows Canva's 'What Will You Design Today?' brand platform, which ran for three years.

“Our internal team had a clear creative vision for this campaign and a unique Canva manifesto,” and added, “Relying heavily on our in-house creative team for campaign development was a strategic choice. Our unique culture and values are deeply ingrained, and this campaign genuinely reflects the heart and soul of our brand," said van der Werff.

In September 2022, Canva introduced its enterprise-focused Visual Suite, a portfolio of workplace collaboration tools. A year later, in October 2023, Canva expanded its enterprise reach with Magic Studio, integrating AI features into its workplace tools. The company claims that 95% of Fortune 500 companies are now using Canva's platform.