monday.com, the global software company behind work management solutions, has launched a 360-degree brand campaign in Singapore. The campaign puts the spotlight on ‘monday sidekick’, the company’s AI-powered digital worker, highlighting how the platform integrates seamlessly into daily workflows and delivers immediate impact.
Targeting local teams grappling with AI adoption, the campaign shows how monday sidekick automates mundane tasks, freeing employees to focus on creative problem-solving and strategic work.
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In addition, the campaign revives monday.com’s mascot, the llama, to show that B2B marketing can be both creative and relatable.
Built in-house by monday.com’s global creative team, the campaign was directed by Doug Karr, produced by Jiminy Production, post-produced by Wizard, with VFX by Juice.
The OOH activation spans high-dwell locations across Singapore, including MRT lines, major malls, bus stations linking residential areas to the CBD, and Changi Airport.
“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.
Robbie Ferrara, global creative director, added that the campaign addresses common anxieties around AI, from leadership pressure to unclear ROI, while keeping the messaging human-centred and engaging.
The campaign coincides with the opening of its new SEA regional hub in Singapore earlier this month. The Singapore office comes as the region’s digital economy is projected to reach US$300 billion by the end of 2025.
In addition, Singapore is monday.com’s second-largest market in APAC, with over 1,000 customers. Singapore is also investing heavily in AI to strengthen its economy, with up to US$198.3 billion in projected impact and plans to train 15,000 AI professionals by 2029.
Currently, the new chapter is powered by talent relocating from its ANZ team. It is also seeking local hires.
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