Asana reviews creative risk for their video advertising campaigns
Asana's Director for the Brand Marketing, Matt Maynard, says that relatable feeling is the main source of their brand. Their work management system can perform all the heavy lifting. "There are some circumstances or occasions you'd like your business to have a connection with."
The main point of the film was helping potential customers to see Asana as a way to solve their problems rather than the root of their worries about work. That meant taking some creative opportunities in how they communicating the Asana company's brand.
"We operate as a workplace management platform. The workplace isn't a threat to the company... this is why it's important for us early on to look at how the smallest issues at work could be dealt with," clarifies Morgan Keys, Asana's Art Director for the team that creates the brand.
Do you have a short time? Take a look at these important aspects of this project.
| Name of the project | "Tame Your Work Worries" | Asana |
| Participants | Matt Maynard, Head of Brand MarketingMorgan Keys Brand Creative Director Brand Creative |
| Goals of the campaign |
The Asana team required their own marketing plan that capitalized on the category's entry point, and increased the brand's perceived presence.
"Tame Your Work Worries" was a campaign on video that was designed to aid future buyers recognize Asana with having control over the work you do. The campaign portrayed this idea as the ability to control those Sunday Scaries with representations of stress at work in tiny CG beings that cause chaos in your home, office or public spaces. |
| Goals |
The recognition of brands will grow as will mental accessibility
* Associate Asana with the primary category's entry place Create a sophisticated video marketing campaign that seemed affluent and likable |
| Resource |
Asana kept their internal creative team at a minimum and focused on working in conjunction with Omelet, a Los Angeles marketing agency, Omelet in the process of developing and the implementation.
The creative team collaborated with a production company based in Toronto known as Skin and Bones in order to develop practical visual effects and the French video effects company, Mathematic to render 3D models, and aid in bringing CG creatures to life. Asana additionally used their own management system when working on projects with other integrations, in order to keep the project clear efficiently, organised, and organized. |
| Key lessons |
Communicating effectively is vital.
* Ensure that you are taking calculated risk with creativity * Provide clarity to facilitate efficient collaboration |
This post was posted on here