Sunday Scaries: we all get them. And when we experience anxiety about work, it tends to permeate into our everyday lives. The last few years have encouraged us all to reevaluate our relationships with work and how it fits into our lives. As we transition back into the office, Asana’s new campaign wants to give users the confidence boost they need to tackle pesky work anxieties, minimising time spent worrying about work – and more importantly, helping people thrive in and outside of work.
The campaign personifies our internalised ‘Work Worries’ (“What if I miss a message when I log off? How will I meet this deadline? Does my work even matter?”) as demanding little beasts existing alongside live-action people, exuding tons of heart, humour, and relatability as these people brush the ‘Work Worries’ to the side and, excuse our French, get shit done.
‘Make Work Work For You’ builds on the insight that we all get the Sunday Scaries - and not just on Sunday. With work-life balance farther out of reach these days than ever before, Asana is here to help you feel more in control of your work, and your life.
Says Asana's Matt Maynard, global head of brand marketing: "This is a campaign that speaks to all of us. At some point, we've all had work worries — those annoying anxieties about work that distract us from family dinner time, a full night's sleep, or even that vacation we’ve been looking forward to for months. They're like the Sunday scaries, but they show up more than just one day a week. We want everyone to know it doesn't have to be like that. Asana is helping teams of all sizes tame their work worries and finally feel in control of work. That means knowing who's doing what by when and making it even easier to feel organized and work together. We’re excited to invest in building the Asana brand to reach our future customers and to show that B2B marketing can be just as relevant, distinctive, and strategic as B2C."
Omelet's Jimmy Barker, associate creative director, says: "As an agency we work with so many brands whose products fit into our lives, but Asana is different because it fundamentally reduces that work stress we all experience. We worked with Asana in their tool throughout the campaign and felt its impact, and that fed back into everything. That's why this campaign is so human, and different for B2B marketing in general."