With a specific target audience in mind - C-level and Directors across multiple markets: US, UK, Australia, Brazil, Singapore, and more - we had to deliver a message that felt clear, authentic, and unmistakably monday.

This was a sequel campaign, based on the same creative approach of the previous hero ad: A singing Llama. We hit a real creative tension: launch a product with a brand context, show the platform, feature the llama, and tell a human story. All at once.

We began by setting the visual tone that drove a deliberate creative decision: use real people at the center. The llama became a stand-in for Sidekick - a warm, slightly absurd companion. And for the first time in monday.com's brand history, that human quality translated into static formats. Visually, we broke from the logo-driven palette. We leaned into the brand leading purple color while embedding the sidekick gradients. The result felt like a continuation, not a reset. The messaging structure was built around a clear, rhythmic value framework - tailored per use case and audience, delivering a clear product value, while still placing human in center.

We explored AI-generated imagery extensively in early production. When it didn't feel organic enough for the hero assets, we made the call to shoot with real people - prioritizing authenticity over efficiency. For localization across markets, AI tools proved invaluable, allowing us to adapt creative quickly and at scale without sacrificing visual consistency.

A full top-of-funnel design — OOH across cities, airports, and strategic locations worldwide, marketing event signage, acquisition ads, landing pages, organic social, community, and PR. The work was built together with a cross-functional team of designers, creatives, creative team, content, product, video, motion, production and media partners.

The campaign period delivered measurable impact on brand health: +39% YoY growth in branded search impressions (803K → 1.12M) -18% YoY drop in cost per visit ($505 → $416) — stronger brand recall, lower acquisition cost

 Data source: AdWords Brand, Sept-Oct 2025