Big Toys and Canva present "Welcome Princess", a 360° campaign Welcoming Princess Leonor of Spain

Sep. 08, 2026

2026.Big Toys and Canva present "Welcome Princess", a new 360° campaign created to welcome Princess Leonor of Spain as she begins a new chapter as a university student at Universidad Carlos III de Madrid. The campaign takes a moment already at the center of the cultural conversation and gives it a playful twist: this September, the Princess is starting university just like thousands of other students across Spain.

At the heart of the idea is the crown, transformed into the campaign's central creative device and a symbol that connects the Princess’s arrival at university with a much broader generational moment.

A 360° idea built to live beyond outdoor

"Welcome Princess" brings the idea directly into the streets of Madrid, creating a visual journey between the area surrounding Zarzuela Palace and the Universidad Carlos III campus in Getafe. The original campaign materials describe the outdoor activation as following this route and expanding into key student and university locations across Madrid and other parts of Spain.

Through buses, OOH, metro placements, and even napkins the campaign turns the Princess’s new daily reality into part of the creative idea, placing messages of welcome directly into the spaces travelled by students every day.

The campaign will run throughout September and will combine university-life content with product demonstrations, templates, tutorials and AI-powered features.

By using a nationally recognized moment as its starting point, Big Toys builds the campaign around something immediately understandable: the mixture of excitement, uncertainty and possibility that comes with starting university for the first time. And while there may only be one Princess, this September thousands of students are entering the same new world.

A crown for a new generation

The crown becomes the visual thread connecting the different executions of the campaign. Rather than treating Princess Leonor’s arrival at university simply as news, Big Toys turns it into a creative platform, using one recognizable symbol to connect outdoor media, digital content, social conversation and PR. The campaign therefore moves from a specific cultural event into a broader celebration of a new generation beginning university, creating an idea that can live across formats while remaining immediately recognizable. The campaign also forms part of the wider creative platform "Canva saca lo mejor de ti", first introduced in Spain earlier this year.

Big Toys on the idea

Mikel Ortega & Fredo Figaredo – Founders of Big Toys said:

"Welcome Princess started with a very simple thought: for once, Princess Leonor and thousands of other students across Spain are facing the same life moment— their first days at university. We saw an opportunity to turn that shared moment into something playful, visible and culturally relevant. The crown gave us a powerful creative device that could travel from the streets to social media, PR and the wider conversation, turning a very specific moment into a welcome for an entire generation."

 

The result is a campaign designed to feel less like a traditional back-to-school message and more like a public welcome to a completely new stage of life.