‘No More Silos’ Asana Brand Campaign

The objective of this campaign was to increase awareness of our brand, and position Asana as an essential business tool. We focused on a common pain point - that teams within the same organization often find themselves isolated by their own tools. Unlike other work management tools, Asana isn’t focused just on tasks and projects, but on overall organizational goals. If your team works with other teams, Asana is for you.

Concept

We came up with the idea to create a series of films that have fun with the idea of breaking silos (figuratively) by using images of silos (literally) to show how Asana can make working together easier. We used this manifesto as our starting point:

You know silos.
But what are they thinking?
Silos are impenetrable.
Rick from accounting is in there somewhere.
Silos, they keep it all to themselves.
Silo’s don’t share.
Silos don’t care.
That’s why we made Asana.
With Asana everyone knows what’s going on, anytime, anywhere.

We saw the silos as smug monsters that make our work life unnecessarily hard. For each spot we wrote a script focused on a specific type of barrier:

Departments can be siloed (e.g. sales <> mktg)
Tools can be siloed (spreadsheet, sticky note, Powerpoint deck)
Locations can be siloed (regions, WFH)
Hierarchy can be siloed (leaders, teams)
Goals can be siloed (people working on the wrong things)

Creative Direction

We partnered with BUCK to bring this concept to life. There was a lot of possible directions we could take: Were there people working in the silos, or where the silos characters themselves? What would their voices sound like and would they have an echo? Could the silos be cute and evil at the same time? Would there be multiple silos in the same frame, or would we cut back and forth between silos in different locations?

We decided to use realistically rendered silos and source background plates to place the silos in different environments. We took the ‘I see faces’ approach to give the silos personality and a range of expressions.