Slack, the renowned workplace communications platform, takes center stage with a creative and comedic twist in its latest campaign titled ‘The Big Meeting.’ The campaign, published in the United States in January 2024 and created by the innovative minds at Brand New School, introduces a whimsical musical film that charmingly showcases how Slack’s new features can make productivity a breeze.
In this eye-popping musical directed and co-written by Brand New School’s Chris Dooley, the film unfolds with a sales team gearing up for a customer meeting. The central character, driven by the desire for a grand production, lyrically calls for fancy graphs, file searches, and even sparkling water, believing these elements will guarantee a successful meeting. Meanwhile, his co-workers efficiently utilize Slack’s tools and features to get the work done. The film culminates with the realization that all that’s truly needed is Slack to enhance productivity.
Chris Dooley, the director, shares insights into the collaboration, stating, “We’ve been working directly with Slack for about three years, so we have a deeply personal insight into the platform, the wonderful people running it, and their priorities. When they said they wanted to focus on productivity, we identified early on that there is a misconception that peak productivity requires non-stop work. Based on this insight, we pitched a musical that playfully illustrates the fallacy of constant work leading to optimal productivity, and Slack was on board with it; it represented the tone, voice, and strategy everyone wanted.”
The film, rooted in Slack’s specific goals and brand identity, takes ambitious creative swings to illustrate the misconception that constant work leads to optimal productivity. The comedic and musical approach adds a layer of engagement, making the message memorable and relatable. The campaign cleverly positions Slack not just as a direct message tool but as an AI-powered productivity platform, emphasizing automation, knowledge, and collaboration.
Colin McRae, VP of Global Brand Marketing & Creative Strategy at Slack, praises Brand New School as exceptional creative partners, highlighting their breadth and depth of creativity and production capabilities. He mentions that with ‘The Big Meeting,’ Slack aims to showcase its latest innovations, enabling effortless productivity in a delightfully unexpected way. The film playfully brings to life how features like automation, search, and integrations reduce busywork while improving team collaboration – all through a whimsical spirit true to Slack.
The tagline “productivity without the big production” encapsulates the core message of the campaign. It dispels the misconception that peak productivity requires relentless work and highlights Slack’s role in enabling a more pleasant and efficient way to accelerate productivity. The campaign, with its bold and creative approach, aims to increase Slack’s salience across a broader range of product features, breaking free from its misassociation as just a direct message tool.
In conclusion, ‘The Big Meeting’ not only entertains with its musical and comedic elements but also effectively communicates Slack’s commitment to redefining workplace efficiency. The campaign invites viewers to experience productivity without the unnecessary fuss – a sentiment encapsulated in the tagline that serves as both a punchline and a valuable point.
