monday.com has launched a new 360-degree brand campaign in Singapore, spotlighting its AI-powered digital worker, monday sidekick. The campaign coincides with the opening of monday.com’s new Southeast Asia regional hub in Singapore.
monday sidekick is central to the campaign, illustrating how the AI-powered digital worker is embedded in monday.com’s platform with an intuitive interface.
“The campaign recognizes the angst that teams in Singapore are feeling around AI adoption,” the company said in a release.
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“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.”
“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.
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“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 created 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 visual effects by Juice. The out-of-home campaign targets high-dwell and high-frequency locations such as key MRT lines, major malls, bus stations connecting residential areas to the central business district, and Changi Airport.
