Welcome to another month of tda’s favourite campaign picks and this time, it’s all about brands that know exactly who they are (and aren’t afraid to show it). From Canva turning every designer’s nightmare brief into billboard brilliance, to Hinge once again killing off its loveable mascot in the name of happy endings, to Pepsi taking a deliciously bold swipe at Coke — these campaigns are sharp, self-aware, and packed with personality. Let’s dive in.
Canva Pokes Fun At Marketing Mishaps
Canva just blew up every designer’s least favourite feedback — literally. In its latest UK campaign, the brand hijacked 14 billboards in Waterloo with gloriously oversized visuals and headlines like “When ‘make the logo bigger’ goes a bit too far.” It’s a brilliant wink to anyone who's ever battled the tyranny of bad briefs, turning creative frustration into a giant, IRL punchline. Canva's message? We get it. And we’ve built the tools to make it easier (and way less painful) to get great design done.
This is B2B with a personality. With bold type, a self-aware tone, and some deliciously silly scale, Canva proves you can talk to workplaces without sounding like a workflow. It's fun, it's smart, and it shows the product doing what it does best — making everyday design actually enjoyable.
The dating app designed to be deleted - Hinge
Hinge’s latest campaign, Where Hinge Ends, We Begin, once again brings to life the bittersweet fate of its endearing mascot, Hingie. This time, the campaign traces a couple’s journey from their first spark to the moment they decide to delete the app and commit to each other. It’s a surreal but clever metaphor for success in the dating world: the app’s ultimate goal is to become obsolete in the lives of its users. By personifying this with Hingie’s fate, Hinge continues to set itself apart from other dating platforms that thrive on endless swiping, highlighting instead the beauty of genuine human connection.
The recurring death of Hingie shouldn’t work. But it does - brilliantly. It’s dark, weird, emotional, and completely unforgettable. A gutsy way to say, “job done.” Because when love wins, the app loses. And that’s exactly the point. It’s smart, surreal storytelling that taps into real human messiness, giving Hinge a tone that’s more honest than most and a brand world that feels anything but artificial.
Share a Pepsi
Pepsi’s back with another delicious jab - this time aimed straight at Coke’s legacy. Share a Pepsi flips the script on personalised bottles and feel-good names, serving up something tastier: burgers, pizza, and a big, bold drink to match. “Share a Pepsi with burgers, not some bro” is the line, and the tone is clear. It's a cheeky, confident move that reminds us Pepsi isn't here to play nice. It’s here to own the flavour game.
This is the latest drop in Pepsi’s food-first playbook and it lands. By centering taste and turning shared meals into the main event, the campaign brings something real (and really craveable) to the table. It’s smart, and unashamedly Pepsi: loud, proud, and perfectly paired with whatever you’re biting into. Coke can keep the names. Pepsi’s got the snacks.
