Creative Corner: UNICEF tackles the 'global play deficit', Canva shows off in Waterloo and Squarespace 'Click Click Click's

Happy Friday, everyone. Hot ain’t it?

With the sunshine putting a spring in our steps and a smile on everyone’s faces, I’ve gone down a happy rabbit hole this week.

Read on for a campaign from UNICEF that I defy you not to smile along to, and two campaigns that make a bid to prove that marketing technical tech doesn’t have to be boring; tongue-in-cheek billboards from Canva and a rewrite of a classic Aussie folk song from DIY website creator, Squarespace.

UNICEF's 'Play' campaign scores big for childhood joy

In a world increasingly dominated by screens and schedules, UNICEF is stepping onto the field with a crucial message: play matters.

Launched to tackle the alarming "global play deficit," at the core of the campaign is a video that cleverly leverages user-generated content, showcasing real families engaging in playful moments.

The genius touch?

It's all narrated by a sports commentator, lending a sense of epic importance to these everyday interactions, making a game of peek-a-boo feel like a championship match.

The sports commentary framing brings a smile to your face – it's unexpected, engaging, and draws a parallel between the dedication seen in professional sports and the crucial "work" of childhood development through play.

It’s a powerful, feel-good reminder that the most valuable investment we can make in a child’s future often starts with something as simple and as fundamental as play. This campaign doesn't just ask us to "choose play"; it makes us want to.

Canva gets creative in Waterloo

I love a bit of tongue-in-cheek humour, and this week Canva rolled out some corkers in an OOH takeover of Waterloo Station.

Placed across 14 sites across the station, relatable nods to designer request woes transformed static billboards into a clever demonstration of Canva design in action.

My favourite, an oversized logo spilling over the billboard - a nod to the classic make the logo bigger request - with the tagline ‘When make the logo bigger goes a bit too far’. Others included a real Forest e-bike appearing to literally be dragged and dropped into place, and a wrong size whoopsie with the line ‘turns out the 16:9 was supposed to be 9:16’ demonstrating Canva’s magic resize button.

I love that instead of just telling people what Canva does, they showed it. The lighthearted approach cleverly makes complex design tools seem accessible and fun whilst reinforcing their brand promise: creativity for everyone, made easy.

A dose of humour that demonstrates experiential OOH at its finest.

Squarespace creates an anthem for tradies

Sometimes, the simplest ideas resonate the loudest. And Squarespace, with its latest campaign, has created an ear worm Down Under.

Its new spot, aptly titled "Click! Click! Click!", reimagines the classic Australian folk tune "Click Go the Shears" as a modern-day anthem for tradespeople - or tradies as the Aussies like to say. It's an ingenious piece of cultural appropriation done right, taking something universally recognised and giving it a fresh spin for a new audience.

The ad itself leans into a retro '90s-era Australian advertising aesthetic. Think cheeky, nostalgic jingles, canned smiles, and over-the-top transitions. It speaks directly to those tradies who, whilst masters of physical construction, might be less comfortable navigating the digital world.

A clever take on getting small businesses online with a jingle that will no doubt stick in many a tradies mind.

Well, that wraps up another Creative Corner!

As ever, if you’re launching something that deserves a spot in Creative Corner, or have seen a campaign you just love, please do share it with us. Email paul.lucas@fanclubpr.com