{"id":25773,"date":"2023-04-28T11:19:32","date_gmt":"2023-04-28T18:19:32","guid":{"rendered":"https:\/\/presskitchen.com\/?p=25773"},"modified":"2026-01-28T09:50:20","modified_gmt":"2026-01-28T09:50:20","slug":"atlassian-ear-worm-eraser","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/atlassian-ear-worm-eraser\/","title":{"rendered":"Via The Drum, Atlassian Aims to Make the Impossible Possible In First Brand-Centric Campaign With Music by Squeak E. Clean Studios."},"content":{"rendered":"

The software firm known for its work management products seeks to make a name for the Atlassian brand with \u2018Impossible alone,\u2019 a campaign that grows money on trees, visualizes dreams and gets songs out of heads.<\/h1>\n

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We all know the saying: \u201cMoney doesn\u2019t grow on trees.\u201d Atlassian\u2019s latest creative campaign, however, dares to say it can \u2013 with a little streamlined collaboration.<\/p>\n

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Atlassian, founded in 2002, is a software company best known for its work management and collaboration products \u2013 like Jira, Trello, Confluence and others. While many of its products are well-known, Atlassian as a brand remains largely unknown, according to Stephen Root, head of brand at Atlassian.<\/p>\n

Such is the reason why Atlassian decided to enlist creative agency Droga5 for the first time on \u2018Impossible alone,\u2019 a didactic campaign designed to educate professionals about the company behind the collaborative tools they use every day. \u201cThis campaign marks a very dramatic pivot in our marketing strategy. Atlassian was born 20 years ago and since its inauguration, it continues to be a product-led company,\u201c says Root. \u201cHowever, many people who use our products on a day-to-day basis don\u2019t know they are from the same company … The more they know these products are from Atlassian, the better.\u201c<\/p>\n

The \u2018Impossible alone\u2019 campaign, which launched at Atlassian\u2019s \u2019Team 23\u2019 conference in Las Vegas last Monday, comprises four separate parts. The first is a brand film by the same title that outlines Atlassian\u2019s ethos. \u201cOur mission from day one has been to unlock the potential of teams [and] advance human collaboration,\u201c says Root. \u201cWe believe that collaboration and teamwork come together to solve the impossible and life\u2019s biggest challenges\u2026 But, good work is impossible to do alone.\u201d<\/p>\n

Grounded at Atlassian\u2019s Sydney, Australia headquarters, the film argues that every invention was once impossible \u2013 like the first space rovers and electric trucks. \u201cEverything in this world requires collaboration,\u201d the narrator says. \u201cTeams of all sizes use our software \u2026 to power all kinds of projects. That\u2019s how you make the impossible possible.\u201d<\/p>\n