Atlassian’s Humorous Campaign Reshapes Software with Zach Woods

Breaking away from the typical enterprise tone of many B2B companies, Atlassian has launched a new campaign that uses humour to reshape the way it talks about its tools and software – specifically, project management software Jira. 

The work features Zach Woods of Silicon Valley and The Office using his signature workplace quips to convey that accomplishing projects shouldn’t always feel like work (always blue!) and that Jira can help teams get things done without making it feel like a grind.

Atlassian worked in partnership with media AOR Noble People to ink the partnership with Zach and bring his spot-on takes on tech and workplace culture to the brand. To bring the campaign to life, a series of short and longform and behind the scenes outtakes that will be running on targeted TikTok, Instagram and YouTube channels. In addition, the campaign features unique activations in high-traffic areas like major city subway stations, a custom entertainment hub with United Airlines, and other unexpected spaces, demonstrating how Jira keeps projects on track no matter where people are.

The campaign drives home the message that big ideas can only come to life when they’re broken down into actionable steps. But where do you start? How do you turn your team’s best ideas into reality and keep everyone on track? It starts with the tools you use— it starts with Jira.