Following the success of ‘Wild Design’, the handcrafted stop-motion campaign that introduced the internet’s most creative pigeon, Canva is bringing back Picci1 for a new adventure that shifts the spotlight from small businesses to personal creativity in a new multi-channel campaign.
While the first chapter demonstrated how Canva could help transform a struggling trattoria through better branding and design, the latest campaign from the ‘Wild Design’ brand platform explores how creativity can improve everyday life. From creating social posts and flyers to editing videos and printed materials, ‘Wild Design – Chapter II’ showcases Canva’s personal-use features while reinforcing its belief that great design should be accessible to everyone – regardless of experience.
At the heart of the campaign – which was created by independent creative agency DUDE Milan – is a 30 second hero film where we once again meet Picci1, the resourceful pigeon whose eye for opportunity has once again landed him in the middle of an unlikely creative challenge.
Picci1 finds himself facing a stray cat that has been disrupting the peace of his flock. But when the opportunity arises, he decides to put his wings, creativity, and Canva at the service of the community.
Using Canva’s wide range of templates, video editing tools, and social content creation features, Picci1 creates an irresistible piece of content to reveal the true nature of the feared feline and help him find an adoptive family. In no time, the “terrifying troublemaker” wins everyone’s hearts, transforming from a threat to the flock into Bartolomiao, the adorable cat who finally finds the love he deserves.
A happy ending for everyone: Bartolomiao finds a family, while the pigeons can finally return to peacefully enjoying their precious crumbs.
Antonio Mitra, Creative Director, DUDE Milan said: “With WILD DESIGN, we created an unlikely protagonist who can take on a completely different adventure every time, all within our little Italian square. Picci1 is a pigeon facing challenges of every scale, from helping a business reinvent itself to solving everyday problems for his flock, proving that with Canva, design can be part of everyone’s daily life.
Stefano Summo, Creative Director, DUDE Milan added: “This time, the challenge was a misunderstood ‘enemy’ who simply needed to be seen and loved. And yes, we may have developed a taste for stop motion: its craft, humour and tangible magic made it impossible not to make another film.”
The film was once again produced by UK animation studio A+C. Using handcrafted stop-motion animation, every character, prop and set has been meticulously built by hand, creating the tactile, characterful world that has become synonymous with the ‘Wild Design’ brand platform.
The campaign will run across social media and DOOH.
Alongside the hero film, the campaign includes a series of 15-second social films highlighting Canva’s core features, including templates, video editing, social content creation and print functionality, demonstrating how Picci1 turns simple ideas into creative solutions.
The digital out-of-home features a series of executions where Picci1 and Bartolomiao showcase the different Canva tools such as designing social content and editing video to creating brochures, flyers and greetings cards.
Media planning was by OMD.
