Dave King, CMO of Asana, spoke with Kavita Singh about Asana’s video campaign, which highlighted how businesses have changed since adjusting to remote work.
Meta would be the ideal word to use when taking a look at project management tool Asana’s latest campaign: ‘Where There’s Asana, There’s a Way.’ Not only was remote work the inspiration for its campaign video, but the company produced the entire video remotely using its own software.
The aim was to celebrate how teams are navigating the remote work challenges related to the move to remote work with Asana.
Dave King, CMO of Asana, says: “It was inspired by meeting teams in their new realities. It’s no longer the normal 9 to 5 in the office. It is juggling the new reality of caring for kids, doing virtual homeschooling, being interrupted by pets and roommates. We were seeing a lot of campaigns that were coming out that were the sombre piano music, saying we’re all in this together. We really felt like ‘Hey we’re in a new reality, but the spirit of teamwork and what we can accomplish together is so inspiring.’”
The video illustrates a split screen where one side illustrates how a woman goes about her normal 9 to 5 in the office, while the other side shows her working from home and completing the same task with her colleagues virtually. It was directed by The Malloys at Superprime, alongside its creative director Alessio Krauss. The entire production took two months to complete. It was set to film in California; however, when it came time to film, the production set was closed. Asana filmed the whole piece in Vancouver with very few crew members on set, whilst the director was on Zoom in LA and the creative director was based in San Francisco.
Dave says: “It seemed like an impossible task but after we did it, we kind of looked at each other and thought ‘Wow maybe you don’t need everyone on set for a big expensive production. It can be more creative.’”
Since its launch on 30 September, Dave says the feedback has been fun and inspiring as businesses around the world have been starting conversations about their unique remote work experiences. “Where There’s Asana, There’s a Way” will run through the autumn on broadcast, social, streaming, and digital media platforms, across the core geographies of the UK, US, Germany, Australia and New Zealand.
Dave felt two lines were absolutely brilliant for the campaign, with the first being its theme ‘Where There’s Asana, There’s a Way’, which is a play on ‘Where There’s a Will, There’s a Way.’ The second being ‘This is going to work.’
He says: “There’s two meanings. One is: this is your reality of walking into your bedroom as the new workplace, and we need to adapt to that. The second being that optimism that we can do this, and that is the most inspiring thing – seeing teams being creative and figuring out, and I hope that’s what people take away from the campaign.”
