Creativity Under Constraint: Why Smaller Budgets Can Deliver the Sharpest Campaigns

26 July 2025 by Matt Trace in General

Not every brand has a Super Bowl ad budget. In fact, some of the most memorable campaigns of 2025 have come from teams forced to think harder, not spend bigger.

Case in Point: Canva at Waterloo

Canva’s cheeky outdoor ads at London Waterloo featured simple, funny visuals that showcased the product in everyday scenarios. The creative wasn’t extravagant, but it was smart, sticky, and perfectly placed.

Chaos as Catalyst

Another example: Nike’s “So Win” campaign, created in the middle of sponsorship noise, cut through with minimalism and determination. These campaigns show that constraints sharpen creativity. When you can’t outspend competitors, you out-think them.

Lessons for Brands

• Constraints focus messaging: With less money, you prioritise what really matters.
• Humour and surprise travel further: People share what entertains them, not what cost the most.
• Execution > extravagance: A brilliant idea in one great placement beats a mediocre idea everywhere.

 For comms professionals, this is good news. It means agencies and in-house teams can deliver world-class campaigns without huge media buys. The secret? A willingness to be bold, a sense of humour, and the discipline to turn limitations into leverage.