Slack was facing issues with brand recognition and personality. To differentiate itself from competitors such as Microsoft Teams and Zoom, Slack partnered with BNS to redefine its image as a pioneering, friendly, and human-centered company that is shaping the future of work. Slack's goal was to position itself as the digital headquarters of the future, located at the heart of a modern workspace.
We attached human-first value propositions to Slack's suite of integrated capabilities and key features, such as replacing email, message editing, document searches, and team channel threads. Our visually organized vignettes predicted future workflow trends, which we interpreted in inventive and nontraditional ways with eye-catching graphics and visuals in bold, exciting colors.
Abstract UI elements thread together diverse multi-media moments.
We showcased Slack's intuitive efficiency, humanity, and fun, positioning Slack as the leader of this work evolution. Our creative demonstrated how Slack simplifies, streamlines, and enhances work. We produced a series of 2x:30 anthem spots and 8x :15 feature-specific spots using a mixed-media approach.
Our spots received an overwhelmingly positive response, and as a result, Salesforce chose to feature them during Olympic airtime, replacing slots initially held for Salesforce-branded content. This publicity caused Slack's public valuation based on user adoption to jump from $17B in 2020 to $27B in 2021.
“Brand New School is world-class. They holistically understood our business needs and acted as a nimble extension of our creative team from day 1, on this project and many others.”