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Sydney Mardi Gras Partnership
Amplify + Canva celebrate self-expression through the power of design and creativity for three years of Sydney Mardi Gras…
Challenge
Starting in 2022, Canva committed to a three year partnership with Sydney Gay and Lesbian Mardi Gras and challenged Amplify to develop and execute yearly creative platforms that positioned Canva’s platform as the go-to inclusive visual communication tool.
Insight + Strategy
Design and creativity is a powerful way to express pride and show support. With historical roots in protesting, from Stonewall to Sydney Mardi Gras, these powerful gatherings have featured eclectic poster designs and creative performances which evoke the values and experiences of the LGBTQIA+ community.
To show meaningful support, our approach was to partner directly with some of the LGBTQIA+ community’s best creatives to deliver authentic, collaborative experiences each year that celebrate Canva as the world’s most inclusive visual communications platform.
Solution
Canva Mardi Gras Partnership
Sydney Gay and Lesbian Mardi Gras 2022
Debuting with the creative platform “Designed to Shine” for the 2022 Sydney Gay and Lesbian Mardi Gras, Canva demonstrated their belief in the transformative power of design for everyone, and became a vehicle for self-expression that inspired all three projects.
Brought to life at Fair Day with the first iteration of the Drag & Drop Studio, performances at the Parade March and OOH advertising.
“Designed to Shine” marked Canva’s first ever appearance at Sydney Gay and Lesbian Mardi, with 40 employees joining more than 5,800 marchers at the Sydney Cricket Grounds.
Canva also introduced the Drag and Drop Studio at Fair Day, a pop-up print shop inspired by Canva’s easy-to-use interface that enabled festival attendees to design and print custom pride tote bags.
987
Drag & Drop Studio attendees
3,200
branded fans distributed
333%
increase in LGBTQIA+ template usage on Canva
Sydney WorldPride 2023
In 2023, Canva took to Oxford St with their first co-created LGBTQIA+ community float, filled with elements found on the Canva library when searching ‘Pride’.
Canva’s Fair Day Studio was updated into the Print Shop, with the first solution globally for integrating the Canva platform into an onsite activation, and is now best-practice for other Canva activations globally.
1st
Canva platform event integration globally
23,000
applications of 2023 pride templates on Canva
27%
increase in usage of pride templates and elements YOY
1,007
print shop attendees
763
tote bags designed
1,400
pride village portraits taken
Sydney Gay and Lesbian Mardi Gras 2024
2024 was a chance for Canva to bring the community together to “Design the Future” they want to see, sharing a positive vision for an inclusive and supportive world. The float represented a futuristic utopia to show how we can unite to honour the past, celebrate the now, and design the future of Pride together.
Sharing the visions and hopes for the future of LGBTQIA+ Canvanauts from across the network, playful content was created on Canva Life Instagram page with Canva’s own employees as the talent.
2nd
Canva float to join the parade march
150
bespoke costume pieces
80
Canvanauts participated
3
talent partnerships with Brendan De Le Hay, Domino Trixx and Rita Lynn
Results
Over the three years, each campaign has empowered the LGBTQIA+ community, successfully positioning Canva as the go-to design platform to share messages through creativity and design.
From marching in the parade to supporting from the crowd, partying around the city and beyond - Amplify collaborated with Canva to bring their vision of celebrating self-expression to life through parade performances, float designs, OOH campaigns, social content, partnerships management and talent collaboration.