Asana
Where there’s Asana, there’s a way
It was the summer of 2020. You remember it–the heart of COVID. Everyone was masking up, having Zoom birthday parties, disinfecting their Amazon boxes.
But even in a global pandemic, work doesn’t end, and tools like Asana were swooping in to save the day. Asana helped teams managetheir projects and timelines, in or out of the office, and that’s what we wanted to depict in this ad.
We came up with the line “Where there’s Asana, there’s a way” to drive the creative and pitched a split‑screen to depict our weird new normal and the promise of what it could become.
In a world where things were looking grim, we wanted to reflect the reality of working from home with a wink and smile, not a grimace. We wanted to keep things bright and optimistic, showing that teams can always pull through and do great things, especially when they use Asana.
Squero is exceptional at their craft. They bring new products and positioning to life with outside-the-box ideas, brilliant storytelling, and stunning creative.
Dave King, CMO at Asana
Our approach
Start with the message
We modified the proverb “Where there’s a will, there’s a way” (which is synonymous with resilience through hardships) to celebrate how teams endured the pandemic worldwide and equating adopting Asana to business preparedness.
WFH is the best W
Working from home went from a summer Friday cop-out to a widespread necessity. The small and big frictions of figuring it out became the basis for making the unfamiliar more familiar and acceptable.
Split reality, split screen
Our outies suddenly became innies, so we split the screen to make them come together in one picture.
