A collaboration between Canva and Filipino ad agency GIGIL launched a campaign proving that Canva Pro is an all-purpose platform.
Featuring the “All-Purpose” Kween Yasmin — a Filipino influencer known for her talents in singing, comedy, spoken word, business, and more — the campaign provides small-to-medium business owners (SMBs) with not only Canva’s all-purpose marketing tool, but also an all-purpose endorser.
Through her Canva Pro creator page, users can access her All-Purpose Photo Library and use her as an ad endorser by simply applying Canva Pro’s Background Remover.
Canva also created Kween Sans, a font made from her full-body poses. Although not a traditional typeface, users quickly dubbed it the “Kween Yasmin font” as it behaves like one within Canva. The pack also includes Kweemojis, her own emoji set, reaction stickers, themed backdrops, and the “Kween of Signs” series where Yasmin holds blank signboards for customizable messages.
A behind-the-scene look at how the assets were made can be viewed on Instagram and Facebook.
Campaign goal:
The brief was to convert Canva Free SMB users who don’t yet know the value of Canva Pro, and reach new audiences who don’t know how Canva is an essential business tool. Since SMBs compete for visibility, we wanted to show them how Canva Pro can make their materials stand out.”
To encourage Canva Free users, especially small and medium business owners, to upgrade to Canva Pro by showing them the added value it brings.
They rely heavily on social media, operate with limited budgets, and need visibility fast. They wear many hats, just like Kween Yasmin. Giving them access to these creative, attention-grabbing assets can empower them and give their business the boost it needs.
The choice of a digital personality like Kween Yasmin, whose real name is Yasmin Marie Asistido, makes sense: the Philippines’ online community has long crowned her as its “all-purpose” royalty — a multi-hyphenate who can shift from singing to comedy, and from spoken word to business without missing a beat. She is the embodiment of the modern Filipino hustler: resourceful, resilient, and endlessly creative.
These Canva Pro assets—particularly the Kween Sans font—blew up the internet last week, going viral among businesses, regular netizens, celebrities, even a few major brands and government entities. This sparked a wave of curious Filipinos asking how they, too, could use it, leading even more people to subscribe to Canva Pro just to access the assets.
“Kween Yasmin, the internet’s ‘All-Purpose Kween,’ is known for her memes, singing, spoken word poetry, and her mango graham business — she can do it all,” said Greggy Gregorio, associate creative director, GIGIL. “She is the perfect personification for the platform’s all-purpose abilities, so we turned her into a complete brand kit — photos, font, emojis — to show our audience exactly how Canva Pro can help set their business up for success.”
Philippine SME Business Expo event
Those who attended the recent Philippine SME Business Expo also got to witness Kween Yasmin’s talk and experience the Canva Pro All-Purpose Studio.
Attendees were able to use Canva Pro and Kween Yasmin’s creator page assets to create all-purpose ads for their businesses, and witness the Canva Pro tool, Magic Resize, being demonstrated by Kween Yasmin herself. An LED screen on the booth featured their ads transforming from horizontal, to square, to vertical, with the help of the All-Purpose Kween.
Several lucky winners also got to try the Magic Music Studio. Using Canva’s Magic Write, business owners created 30-second jingle lyrics as a guide for Kween Yasmin to produce her own, unique, impromptu jingles for them, live.
CREDITS:
Canva Philippines
PH Country Lead – Maisie Littaua
PH Operation Business Partner – Jari Reario
PH Campaigns Lead – Neobie Gonzales
PH Social Media Lead – Kei Calaranan
GIGIL Creatives
Founding Partner & Chief Creative Officer: Badong Abesamis
Founding Partner & Chief Creative Officer: Chief Creative Officer: Herbert Hernandez
Associate Creative Director: Greggy Gregorio
Art Director: Rizia Guico
Art Director: Ynna Milambiling
Art Director: Quatro Los Baños
Art Director: Haui Sacay
Freelance Art Director: Angelo Estrella
Head of Art: Ronchris Cosme
Copywriter: Raphe Ramirez
Freelance Copywriter: Joaquin Acosta
Copywriter: Iby Elaine Castro
GIGIL Strategy
Strategic Planner: Nanais Hernandez
Junior Strategic Planner: Joaquin Mercado
GIGIL Accounts
Managing Partner: Jake Yrastroza
Group Account Director: Micco Balana
Accounts Supervisor: Marvin Cortez
Account Manager: Koy Jecino
Account Executive: Kelsy Corteza
KATOK Creatives
Associate Creative Director: Jasper Cajilig
Senior Art Director: Neil De Luna
Copywriter: Juancho Santos
KATOK Accounts
Managing Partner: Jake Yrastroza
Accounts Supervisor: Kyara Vlahov
Account Manager: Raffy Adurru
NAKS! Media
Media Director: Margie Husmalaga
Media Associate: Maureen Tan
Production
TECH: GIGIL Metama
GIGIL Metama Creatives
Partner & Creative Director: Jeano Cruz
Creative Tech Partner: Teejay Jamlang
Junior Art Director: Clister Santos
Junior Web Developer: Rian Perez
Junior Web Developer: Miguel Mangahas
Art Director: Seph Asentista
Freelance Art Director: Bettina Dela Paz Paule
GIGIL Metama Accounts
Group Account Director: Bev Lubid
Account Director: Isai Lipa
Account Manager: Kim Tang
Account Executive: Emman Ortiz II
PHOTOSHOOT: Montifar Photography
Producer – Wendy Rivera
EP Montifar – Marie Ann Tuaño
Photographers – Miko Montifar and Gene Britanico
Production Manager – Winston Familara assisted by Claire Selorio and Amry Claire Perdigon
Production Designer – Lizette Esther Garcia assisted by Rosario Boni and Mary Ann Lacra
Wardrobe – Isabelle Garcia and Marie Fe Davad
Hair and Make Up – Gina Llanto assisted by Janet Cabale
ACTIVATION: DOBB
Producer: Ma. Pamela Ungco
DOBB President: Diosa Blancaver
VP of Production: Rowland Baldoz
Production Manager: Sherwin Lavarinas
John Reyes: Production Supervisor
Project Manager: Marie Joan Bagamasbad
Technical Supervisor: Seth Sablayan
Head of Operations: Josephine Gloria