monday.com (NASDAQ: MNDY), the global software company that builds products people love to manage the core of their work, today launched a new 360-degree brand campaign in Singapore. At a time when AI angst is real, with business leaders fearing falling behind and underwhelming results, this campaign showcases how monday.com’s AI-powered digital worker, monday sidekick, is easy to use and immediately impactful when integrated directly into everyday work. The campaign arrives in Singapore as monday.com marks the launch of its new SEA regional hub in the country.
monday sidekick is at the heart of the campaign, showing audiences the AI-powered digital worker embedded in monday.com’s platform with an intuitive interface that anyone can use, and the joy of AI making a real impact. The campaign recognizes the angst that teams in Singapore are feeling around AI adoption. It directly addresses these anxieties by demonstrating how monday.com’s AI-powered platform handles mundane, repetitive tasks—freeing employees to focus on meaningful work that truly matters. This shift reveals the unexpected joy and transformative results that come when people can dedicate their energy to creative problem-solving, strategic thinking, and work that drives real impact, rather than mundane work processes.
“As AI adoption picks up pace in Singapore, the campaign amplifies our latest AI innovations, including monday sidekick, which helps teams move beyond managing their work to getting their work done for them,” said Stephanie Perez-Israel, Regional Marketing Lead APJ at monday.com. “We’re excited to see this campaign come to life, bringing us closer to our local customers and partners and an opportunity to demonstrate how our AI solutions can directly support Singaporean teams and businesses everyday.”
“We’re hearing from customers and senior leaders that AI implementation is provoking real anxiety, from leadership pressure and competitive threats, to added complexity and unclear ROI. With this campaign, we address those concerns head-on and show what’s possible when AI is embedded and intuitive, something business leaders and their teams actually love to use,” said Robbie Ferrara, Global Creative Director at monday.com. “Building on our earlier work, we’re bringing back the much-loved llama to prove that B2B marketing can be creative, human-centered, and engaging.”
The campaign was built in-house by monday.com’s global creative team. It was directed by Doug Karr, produced by Jiminy Production, post-produced by Wizard, and features VFX by Juice. The OOH campaign targets high-dwell, high-frequency locations, including key MRT lines, major malls, bus stations connecting residential areas to the CBD, and Changi Airport.
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